Last February Moët & Chandon became sponsor of the championship of Formula 1. He did after four years in which the Italian winery Ferrari Trent had occupied that role. And to communicate it, this week the luxury brand has decided to fly over the Australian city of Melbourne in aerostatic globe.
The scheduled flight contemplated Melbourne beyond the circuit and took advantage of the dawn
The action was executed during the celebration of the Australian Grand Prix, and had the already emblematic as protagonist “Spirit of 1743”; A hot air balloon of enormous dimensions with the characteristic form of the brand’s corks, which pays tribute The year of Foundation of Moët & Chandon.
The scheduled flight contemplated Melbourne beyond the circuit, and took advantage The dawn of the day of competition to establish a link between the champagne and the gold of the sky. To communicate it, the brand shared an Instagram video where people are enjoying Moët & Chandon and then uploading to hot air balloon To access the views.
This action, in addition, could be contemplated at streets from various parts of the city, and in the own Albert Park circuit Where hours later the Formula 1. career was going to be played. With this it was clear that it was not a Fooh strategy (Fake Out of Home), so common among the brands in recent months.
The aerostatic balloon was followed by other celebrations also dedicated to the sponsorship of the brand in the competition. With this agreement, Moët & Chandon signs a ten -year contract in which it will remain as official champagne of Formula 1. and the brand wanted to do all possible noise to witness its importance.
“During that same week, the president and CEO, Sibylle Scherer, organized an exclusive dinner in her private residence, which came ‘Vips’ and friends of the brand”, Explains Elizabeth McLaren, Marketing Manager of the company, in a LinkedIn publication. Among the guests were the rugby player Dan Carter, and veterans Formula 1 pilots, David Coulrhard, Damon Hill and Jacques Villeneuve.
Moët & Chandon also extended the action with the sponsorship sports of the competition by installing a bar at the foot of the track from which the attendees could try the champagne; the inclusion of bottles for the celebration of the winners; and the advertising location in the asphalt itself and the podium. “A whole timeless symbol of Victoria and Celebration”, Adds McLaren in relation to the return of the brand to the competition.
As part of the new agreement, the LVHM mark will also be the official sponsor of the Belgium 2025 Grand Prix, which will be renamed at the competition level, “Grand Prize for Formula 1 Moët & Chandon de Belgica”. One more effort to symbolize the story that this champagne and competition have shared since 1950, when Moët & Chandon premiered in the France Grand Prix.
The celebration with this drink on the podiums of Formula 1 began as a tradition in the 1950s and 1960s. And it always had this luxury brand closely linked to its staging, understanding the advertising potential that it offered and continues to offer the competition.
