Ch. 17 - Advertising and Public Relations

     
       Those who advertise for Dom Perignon have the unique task of creating and maintaing an iconic and prestigious image for their company outside of the more traditional marketing approaches. Because Dom Perignon is a luxury item, advertising on billboards, television, radio, or newspapers could potentially "cheapen" the brand, thus tarnishing a favorable reputation that the company has worked centuries to create. Instead, Dom Perignon uses their easily recognizable name and status to collaborate with artists, celebrities and events in order to advertise and promote their product.
        After Moet et Chandon acquired Dom Perignon in the 1920's, the company advertised their champagne in traditional print ads, often with the two iconic bottles appearing side by side. Throughout the 50's and 60's Dom Perignon and Moet et Chandon maintained these print ads, often advocating purchasing the champagne for special events such as birthdays and anniversaries. Because Dom Perignon was relatively new to the United States it often took a backseat to the more easily recognizable Moet et Chandon bottle in these print ads. Slowly however, Dom Perignon acquired a reputation for excellence due in part to their close proximity to Moet et Chandon. The phrase "Come quickly, I am drinking the stars" became widely known as a quote from Dom Pierre Perignon himself. However, this slogan was created nearly 200 years after Perignons death by advertising executives and appeared in their early print ads. This "quote" became synonymous with Dom Perignon and inevitably helped to jumpstart the brands popularity.

        Decades later, Dom Perignon continues their print advertisements but in a far less traditional manner than in the 50's and 60's. Their current print ads appear in high end fashion magazines like Vogue, Harpers Bazaar and W. Indeed, Dom Perignons print ads appear far more like a fashion editorial than an advertisement for alcohol, replete with notable fashion models and fashion photographers. Famously, fashion designer and photographer Karl Lagerfeld shot ads for Dom Perignon with super models Claudia Schieffer and Eva Herzigova on separate occasions. Karl Lagerfelds shoot with Claudia Schieffer features a series of pictures with the super model portraying different "roles" for her husband. The idea that one can be transformed after drinking Dom Perignon was Lagerfelds vision when creating the ads. The advertisements with Schieffer and Herzigova are relatively similar, both cases feature the model as the main point of focus rather than the product itself. While a magnum of Dom Perignon does appear in each ad, it is almost hidden, again taking a backseat to the artistry and vision of the campaign.
        Throughout the years, Dom Perignon has done an excellent job of lending their name to organizations and people in order to gain advertising. Because it is already an established name, Dom Perignons brand is highly sought after when it comes to product placement and sponsorship. Movies, music and television make countless references to the luxury champagne, giving it a household name. James Bond drank Dom Perignon exclusively in the first Bond movie, a cooperative advertising move that helped sky rocket sales. Additionally, star-studded red carpet events and parties are often sponsored by Dom Perignon in order to remain synonymous with wealth and prestige. Countless celebrities are photographed with the Dom Perignon shield behind them at red carpet events as a result of their sponsorship, giving them endorsements in exchange for providing Dom Perignon at the event.