{"id":3177,"date":"2022-09-20T08:59:47","date_gmt":"2022-09-20T08:59:47","guid":{"rendered":"https:\/\/content.theoneoff.com\/2022\/09\/20\/making-luxury-accessible\/"},"modified":"2022-09-20T08:59:47","modified_gmt":"2022-09-20T08:59:47","slug":"making-luxury-accessible","status":"publish","type":"post","link":"https:\/\/content.theoneoff.com\/2022\/09\/20\/making-luxury-accessible\/","title":{"rendered":"Making Luxury accessible"},"content":{"rendered":"\n

Earlier this year, both Veuve Cliquot, and Aldi embarked on making luxury more accessible.<\/em>

This might sound paradoxical given that these two brands sit on opposite ends of the spectrum when it comes to luxury.

How can creativity, and leaning into cultural nuances align the ambitions of brands with entirely different commercial ambitions?<\/p>\n\n\n\n

 <\/p>\n\n\n\n

\"Sunny-Side-Up-exterior\"

Veuve\u2019s new brunch spot that opened in April\u2013 albeit temporarily, which they dubbed \u2018Sunnyside Up\u2019 was set amongst London\u2019s busy and bustling streets of Soho, the caf\u00e9 posed as a more sophisticated version of the famous, and greasy \u201cspoons\u201d caf\u00e9.

Creating a more familiar, less luxury exterior, allowed the premium brand to engage with a new consumer in an engaging way. By re-imagining how they could celebrate their brand and reach a wider audience they made their champagne experience look, as well as feel really accessible for all.<\/p>\n\n\n\n

 <\/p>\n\n\n\n

\"0_Aldi-Champagne-Bar-45\"

Aldi, only a few months earlier designed a pop up Champagne Bar which contradicted the \u2018everyman\u2019 demographic they usually appeal to. The hidden surprise? The champagne on offer was only \u00a32.33. The supermarket brand\u2019s idea mirrored that of Veuve\u2019s and was even called \u2018Veuve\u2019 and hoped to demonstrate that luxury doesn\u2019t have to carry premium prices.


TOO Takeaways:<\/span>

-How could your brand flip their target demographic \u2013 albeit temporarily, putting your product in a new context to attract a new audience? <\/em>

-Creating an unexpected, or un-anticipated brand activation is one way brands can remain relevant and engaging for the modern consumer who craves a unique brand experience.<\/em>


<\/p>\n","protected":false},"excerpt":{"rendered":"

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