Château d'Avize 2012, the new jewel of champagne Leclerc Briant
The essentials
Champagne Taittinger has developed a deliberately dreamlike and cultural content strategy on Instagram, illustrated by themed series such as the one on Frida Kahlo. Vitalie Taittinger embraces this positioning: “Champagne dances on two feet — symbolism and wine.”
- How does Champagne Taittinger use Instagram?
- Taittinger sees its Instagram feed as a ‘dream bubble’ designed to appeal to a younger audience. Themed series, such as the Frida Kahlo collection, focus on universal cultural references. Winemaking expertise is deliberately absent from the platform — a conscious choice.
- Are there any official colour codes for the colour champagne?
- Yes. The colour ‘Champagne’ is defined by specific codes: Champagne (M) 73 79 90 93, Champagne (P) 89 and Champagne (TC) 73. This technical coding establishes the term ‘champagne’ as a colour in its own right.
When Champagne Taittinger meets Frida Kahlo on Instagram: a bold digital strategy to appeal to a young audience without mentioning vineyards.
A colorful publication dynamic
"Three simple tips for traveling like a perfect gentleman. Stay open-minded to broaden your worldview, dress as if it's your last day on earth and, of course... enjoy a glass of champagne Taittinger."
Posted on @champagnetaittinger's Instagram profile, the 'reel' sports ultra-chic features, immersed in a landscape of white clouds seen through a train window. Are we really in a train carriage? You could just as easily dive 20,000 leagues under the sea as into a Jules Verne novel...
The sound is as elaborate as the image, mixing the noise of the axles with live aerial broadcasts.It's a fun-filled summer saga, published from October 1, and told in a new series of publications in tangy colors - exotic flowers, watermelons, colorful parrots - the very world of the famous Mexican painter Frida Kahlo in her Casa Azure.
Starting with a beating heart, the sound of the "reel" directly evokes Elliott Goldenthal's score for the film Frida (2002) starring Salma Hayek. A glorious Mexican ode to feminine courage, dreams, resilience, cinema and dance... So many artistic references that stick "to our family values", says Vitalie Taittinger:
"On our Instagram account, we have a very deep connection with who we really are, a brand that loves art a lot, that doesn't particularly like to look at itself, but likes to open up to other worlds. This imaginative, whimsical and cultural world is part of the Champagne code, and part of ours too," said the president of the family-owned champagne house.
Vitalie Taittinger acknowledges that during the Covid-19 pandemic in 2020, when it was necessary to "mobilize all online sales" and "target audiences where social networks are sometimes the only means of communication", the digital ecosystem was carefully designed around each platform, each dedicated to a specific aspect of Taittinger.
A song that sticks in your head
On Instagram, the publication's feed is designed as a dreamy bubble to appeal to a younger audience, particularly sensitive to the aesthetic aspects of the message:
"We wanted to create a light experience with something crisp and tasty that wasn't too breathtaking." A double reading, because, according to collections like Frida Kahlo and Mexico, consumers recognize references specific to their Culture.
Magritte's homage to the Belgian consumer, Jean de la Fontaine's universal allegory, the cherry tree in Japan... Everyone will recognize themselves, without excluding others. The images were conceived and validated in-house, before being "set to music" by Pauline d'Hueppe-Haranger's agency on the basis of "cross-disciplinary principles between different partners", enabling them to be embedded in the memory forever, like a refrain that stays in the mind.
"As we go from country to country, people remember and tell us about this or that which made an impression on them." No know-how specific to the vineyard, or work in the cellar, gastronomy or naturalness highlighted on the platform: this is a deliberate choice. "This doesn't mean that the wine dimension isn't important. On the contrary, it's essential. The link leads to our website, which provides more in-depth information. But we believe that Champagne dances with two feet. One is the symbol, the other is the Wine. Its richness compared to other appellations also rests largely on this symbolic part that we choose to embody on Instagram.
We don't position ourselves in relation to reality, but in a dreamlike way. We want it to be open and happy. Instagram lets you open windows to play. Even for us, there's a fun side."
Given the need to constantly adapt to recurring changes in advertising logic and algorithms "Energy, agility" and returns on investment are not necessarily clearly quantifiable, or trivial. Yet the Champagne house Taittinger tops every category in the Figaro Magazine rankings, proof of real public support. A great bonus. "At some point, it's important to see if we're understood."
Champagne, a beautiful color!
Champagne has always been associated with the world of Art, thanks to its position of high nobility. The Champagne color is also quantified to the precise numbers of the following color codes:
- Champagne (M) 73 79 90 93
- Champagne (P) 89
- Champagne (TC) 73
A technical appellation that establishes the term "Champagne" as a color in its own right. Despite the notable differences in nuances among the champagne world, we can only applaud this fine tribute...
Champagne 73
Champagne 79
Champagne 90
Champagne 93
Champagne 89
