A new line of "trendy" champagne
With this in mind, Laurent-Perrier wishes to create a new line of champagne geared to the trendy, younger upward mobile consumer. I like to call it the "nouveau riche 2.0 generation".
I have created two products. Sabrage for the more aggressive young jet-setter and Amuse-bouche for the independent yet trendy female who doesn't like to skimp on treating herself to a good time.
The term "sabrage" is the act of opening a champagne bottle with a sword. With the proper campaign, this aggressive yet effective gesture could be revived. The swarm of Russian "businessmen" who invade St. Tropez every summer comes to mind as the perfect test audience for this line of champagne!
Amuse-bouche, on the other hand, comes from the culinary expression of a little appetizer that prepares your palette for what's to come. Perfect for satisfying the thirst of a girls' night out!