Objective: To launch the L’OR French coffee brand in the premium segment of the Russian market with a significantly smaller budget than competitors and during a major economic crisis.
Idea: To introduce the new French L’OR coffee, we decided not to follow standard conventions for presenting a new product. Instead, we invited the most famous fashion bloggers and publications to the French Embassy for a fashion show where famous French designer, Alexis Mabille, presented his new capsule collection created specifically for the L’OR brand. The main attraction of the fashion collection was the accessory — a designer coffee cup with a drawing of an elegant golden dress. We created an atmosphere of luxury and refined pleasure for our event guests.
Results: Just after one event, the PR Reach was 75 million people.
It was written about in fashion magazines: ELLE, VOGUE, MARIE CLAIRE, OK, STAR HIT, COSMO, GRAZIA.
Fashion TV dedicated a separate news block, completely for free, to cover our event.
L’OR’s market share in the super-premium coffee segment grew by 4% in the three months after the product launched.
This event proved once again that in a time of economic crisis, people want to experience positive emotions and start to value refined pleasures.