D’USSÉ x DR. WOO
360 program with an impactful single story strategy across PR, Experiential, Digital and Social.
How do you drive awareness and sales of D’USSÉ XO Cognac with AAPI consumers?
Partnering with the trailblazing Hollywood tattoo-artist Dr. Woo, the pioneer of the fine-line tattoo. A cultural tastemaker who made headlines due to his A-list clientele and 1.8M followers. Inspired by the D’USSÉ® brand, Dr. Woo created original designs featured on limited-edition glassware and across the 360 program, from Print, Digital and Experiential. A launch party during Miami Art Week, the brand’s wholly owned Art Basel activation interpreted the intersection of cognac and art.
Video shoot and Social media content to introduce Dr. woo partnership, and promote the limited edition glassware to drive purchase around holiday season.
Co-branded, limited-edition glassware via DUSSE.com, luxury mailers gifted to Dr. Woo’s A-list network and social amplifier partners.
D’USSÉ x Dr. Woo Art Basel Launch Party
At check-in guests descended a staircase and entered the world of D’USSÉ, a 360 projection mapping of the Château De Cognac combined with physical elements set the tone for the immersive experience about to unfold.
Dr. Woo’s Château-inspired artwork was transformed into a 3-dimensional photo moment that placed guests at the intersection of cognac and art, which was socially shared.
Guests passed through massive LED screens with animated oak barrels, illuminating a key brand intrinsic–the aging process in dry and humid cellars. Lighting and a rolling fog heightened the sensorial drama. Along with an installation of real barrels which served as an organic photo moment that visually reinforced our authentic legacy.
FERG performed an intimate set for the crowd to generate additional PR
A surprise after party was unveiled in the venue’s Bowl & Skate areas. In keeping with the brands nightlife vibe, guests could dance and bowl while sipping a D'USSÉ Espresso Martini or D'USSÉ & Lemonade Remix late into the night.
Dr. Woo’s exclusive D’USSÉ XO designs appeared everywhere from projections to gallery prints to the wafer placed on the bespoke Woo’s In The Glass cocktail.
Guests took home a custom-engraved D’USSÉ XO flask.
PR
68 PR Placements
#1 Share of voice
217.7M Reach
64.1M Social impressions