In the early 2000s, when brands were already making notable appearances on screen in music videos and movies, Busta Rhymes released his video Pass the Courvoisier. While young women dance on a lightly dressed bar counter, Jamie Foxx, Mister T, Puff Daddy or Pharrell Williams drink large quantities of the famous XO of the Courvoisier house with their friend Busta Rhymes.
Upon seeing the clip, employees are stunned and for many reasons. First of all, they have been trying for several years to find a new commercial strategy to be seen as something different than a drink consumed by a bourgeois and aging elite. Secondly, the company did not pay a cent for this great spotlight.
In fact, the rapper prefers Hennessy bottles. But in the text and title, Courvoisier sounded much better. A simple story of rhythm is at the origin of a great publicity stunt.
Thanks to this clip, a lot of rappers will become fond of the Charente nectar. Snoop Dogg, Jay-Z and even 50 Cent turn to this luxurious drink, a strong symbol of opposition to the WASP (White Anglo-Saxon Protestants), who are fond of whisky.
Thanks to this clip alone, the brand saw its sales explode by 20 to 30% in the United States. Better still, the image of cognac has been rejuvenated and this has enabled communication to be switched to this new axis.
Thereafter, the brand will sponsor parties organized by the rapper, which, as we know, are often drunk. To be consumed in moderation.
The video for Pass the Courvoisier has been viewed 25 million times on YouTube.
Courvoisier SAS - Museum tours by appointment
Founded in Jarnac in 1828, Courvoisier is one of the leading Cognac brands.
Known for being, according to legend, Napoleon’s favorite cognac, Courvoisier cognac is recognized worldwide.
The head office located in Jarnac offers, among other things, a store and visits of the vineyards and a tour on the history of the house Courvoisier.
The Fantrippers Buying Board
LONDON map of 100 cult places (French Edition)
The London Fantrippers map, an original way to discover the British capital! Through 100 pop culture places, walk through its streets from another angle. Movies, TV shows, music, comics and novels, will allow you to spend a pleasant moment in the World City. With a folded format of 10 x 18 cm and an unfolded format of 60 x 54 cm, it slips easily into your pocket or your bag for easy reference.
Interest for fans
Value for money
Discover all the places Pass the Courvoisier on our map
By Damien Duarte
Passionné par la culture pop depuis son enfance, ses références vont de Donald Duck à Batman en passant par Marty McFly. Fantripper dans l'âme, voyager sur les traces de Ghostbusters, James Bond ou des héros de romans comme Cotton Malone fait partie d'un séjour idéal et réussi !