Europeenne de Participations Industrielles has launched a marketing campaign in two of the main markets for its Piper-Heidsieck champagne brand.
The privately-owned group, which acquired the champagne from Rémy Cointreau 13 years ago, will run ‘Twist the Script’ in the UK and US. Centred around classic cinema, the push comprises a mural on a street corner in Brooklyn, New York along with a wider suite in the UK.
The visuals have been designed by British artist and photographer Miles Aldridge.
In the UK, Piper-Heidsieck will appear in out-of-home and digital advertising. Also, from mid-November, limited edition Marilyn Monroe tin boxes will go on sale nationwide through multiple retailer Waitrose.
The brand owner cited data from Circana for the 12 weeks to 6 September in its claim that Piper-Heidsieck is “the fastest-growing major champagne (brand) in the UK”.
In results from the first half of this year, announced earlier this month, category peer Lanson-BCC flagged overstocking as the main reason for its near-20% decline in year-on-year sales.
