Dom Pérignon targets younger consumers with Instagram art project

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Dom Pérignon is using Instagram to reinvent itself and appeal to younger consumers, as the luxury champagne brand expands into social media. Dom Pérignon has been showcasing the collaboration and limited-edition collaboration through its social media pages. On Facebook, daily posts convey the collaboration and promote the limited edition bottle and gift box.

Brand: Dom Pérignon | Sector: FMCG, Luxury | Country: Global | Objective: brand awareness, consideration and purchase | Format: Instagram, Facebook, Social

The collaborative Instagram project with artist Jeff Koons sees the artist create a smaller version of his hot pink chrome sculpture to hold a bottle of Dom Pérignon Rosé 2003.

Dom Pérignon’s newly created Instagram feed is comprised of only photographs relating to the Balloon Venus collaboration.

To continue the conversation brand enthusiasts are encouraged to use the hashtag #DPxJK. The Instagram feed features photos of the bottles, gift boxes, Koons’ Balloon Venus bottle holder and others.

The limited-edition Balloon Venus bottle and gift box was unveiled at a brand event during New York Fashion Week after a two-year collaboration.

With only 650 created, the Balloon Venus for Dom Pérignon bottle case can be purchased for $20,000 and can be reserved through the brand’s Web site.


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