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The Dom Pérignon Vintage Trinity

ROLE: SENIOR PRODUCER
AGENCY: GRADIENT EXPERIENTIAL

Dom Pérignon started with a big brief: for the first time in its history, the maison launched three vintages at the same time - a blanc, rosé, and P2. The maison wanted to leverage the occasion to create brand awareness for the new vintages, and also reenergize the brand in a way that would connect with new demographics (millennials) and WOW the press. The challenge was to create an experience that would simultaneously cater to traditional press, as well as influencers, bloggers, vloggers, and trade accounts and ensure that the impact was amplified beyond the confines of the physical event via social media engagement.

DOM PÉRIGNON

The Dom Pérignon Vintage Trinity communications and experiential platform was created to glorify the divinity and preciousness of each of the products, leveraging the brand’s history and DNA. Each of the three vintages was incarnated into an immersive experiential environment with unique scenography and performance art inspired by the tasting characteristics of each of the three vintages. The legendary music venue Irving Plaza was the perfect venue, reflecting the ethos of the brand.

First discovered by the 50 attendees of an elegant press dinner, the vintage rooms created sufficient interaction to keep guest's attention, while the dinner space was transformed to accommodate an additional 450 guests. Inside the vintage rooms, guests sampled the new creations of the maison and immersed themselves in the product universe, encouraging photo opportunities and social sharing. On the mainstage, a one-night-only cabaret performance by the theatre group behind MANKO, an of-the-moment restaurant and cabaret in Paris, created an “insider” attraction, while keeping the brand at the forefront of the conversation as the performances also highlighted the unique vintages. The experience culminated in a reveal moment where all three vintages were displayed in a light and show extravaganza, segueing into a late night dance party.

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