Courvoisier unveils “Pass The
Courvoisier,” its first global campaign for the cognac in 20 years.
Produced by BBDO Paris, the work debuts across TV, social, out-of-home, retail and live
experiences.
Set during a lively house party, the Courvoisier spot connects people as they enjoy themselves.
“Pass
the Courvoisier celebrates Courvoisier’s legendary hospitality, as relevant today as it was when our House was founded in 1828. Directed by Ibra ke, the ad brings that spirit to life,
dramatizing the belief that has always been at the heart of Courvoisier: the finest bottles are made to be poured, passed and shared,” Louise Dennett, managing director of Campari Group’s
House of Cognac & Champagne, told Agency Daily.
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In addition, the premier brand will host two activations in New York. The first, on Oct. 21, hosted by former 106 & Park hosts
Terrence J and Rocsi Diaz, it runs from 4-7 p.m. at Fuson Plaza. The event transforms a street-level space into an open living-room where guests can gather. With a special appearance by Coi Leray, New
Yorkers are invited to join in.
The second activation, on Oct. 22, features House Fun With Friends and Missing Ingredient. Each curates a room to encourage hospitality and Courvoisier. The
no-phone experience invites guests to focus on a culture of sociability.
The company was appointed as the “Official Supplier to the Imperial Court” by Napoleon III in 1869.
Acquired by the Campari Group in 2024, the cognac is crafted in Jarnac, France, and includes Courvoisier VS, VSOP and XO, alongside limited-editions.