Courvoisier takes ‘Pass The Courvoisier’ worldwide

The campaign spans television, social media, out-of-home advertising, retail and live experiences, positioning shared social occasions and spontaneous gatherings at the centre of the Cognac brand’s communications.

Courvoisier has launched Pass The Courvoisier, its first global campaign in nearly 20 years, developed with BBDO Paris.

The campaign draws on Courvoisier’s history of hospitality, which spans almost two centuries, to connect its heritage with contemporary social culture. Its creative focuses on informal gatherings, unexpected encounters and shared experiences, presenting the act of passing a bottle as a catalyst for conversation and connection.

Courvoisier campaign celebrates shared experiences

Grammy Award-winning creative Ibra Ake created a campaign film shot in Atlanta, Georgia. Set at a lively house party, the film follows a bottle of Courvoisier as it moves between people and rooms, linking scenes of cooking, gaming, dancing and conversation around the recurring call, “Pass The Courvoisier”.

Ibra Ake: "It was fun because of the history. We have warm memories of Courvoisier, so it was exciting to add my fingerprints to that legacy. What I loved about this film was capturing all those moments that make a party feel real: people cooking together, gaming, dancing, catching up. Everything starts with a simple call, ‘Pass the Courvoisier,’ and from there the energy takes on a life of its own."

The creative builds on Courvoisier’s historical association with significant cultural gatherings, from the court of Napoleon III to the unveiling of the Eiffel Tower and the opening of the Moulin Rouge. The campaign reframes that legacy around contemporary social occasions and the role of hospitality in bringing people together.

BBDO Paris develops long-term Courvoisier platform

The campaign establishes a long-term creative platform that Courvoisier plans to extend through further storytelling, collaborations and experiences in international markets.

Louise Dennett, Managing Director of Campari Group’s House of Cognac & Champagne: "Courvoisier has played a role in some of the world's most memorable gatherings for nearly two centuries. The new campaign shows our spirit of hospitality today. A generous vision of Cognac, because we believe the finest bottles are made to be poured, passed, and shared."

The launch includes two flagship activations in New York and Shanghai. In New York, Courvoisier will host the House of Courvoisier, a one-night immersive house party. In Shanghai, the brand will take over INS Land, a nightlife destination known for its club and entertainment offering.

Courvoisier extends campaign across global touchpoints

The integrated rollout combines traditional advertising channels with retail activity, social content and in-person experiences. This approach gives the campaign multiple ways to reach audiences while maintaining a consistent creative concept centred on hospitality and shared moments.

Through Pass The Courvoisier, the brand is connecting its heritage with a contemporary creative platform designed to develop across markets and cultural settings.

www.courvoisier.com

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