Mumm & Co. launches new campaign and stages magical moments of pleasure with Godefroy von Mumm

27-Nov-2023

Mumm & Co.

Mumm & Co, the renowned German quality brand and expert for dry sparkling wine, is launching this year's end-of-year campaign at the end of November. The focus: the premium sparkling wine Godefroy from Mumm. The campaign celebrates the special moment in the here and now, positions the innovation in the premium lifestyle segment and broadly supports the new product via various channels.

Over 100 years of sparkling wine tradition meets modern nonchalance: Mumm's premium sparkling wine line Godefroy combines both worlds and expresses this impressively in the new TV commercial. The 15-second spot begins with a big bang of golden starry nebulae that merges into sparkling wine drops and ends with the creation of a special sparkling wine bottle. It is the new premium sparkling wine Godefroy from Mumm - which finally falls into the hand of a young woman who celebrates an atmospheric evening with friends with casual elegance. The message is: "Every moment can be magical if we see what is special, if we add sparkle to it and if we enjoy it in our own way." The commercial is accompanied by the iconic Mumm melody, composed by Hans Zimmer. The sensual, effective creation by Ogilvy shows: Godefroy by Mumm enables carefree, confident, individual moments of freedom.

"Our new campaign is based on a central consumer insight: we all long for time out from the pressure and heteronomy that often characterize our everyday lives in these times," explains Stephanie Schieszl, marketing Director at Rotkäppchen-Mumm. "We are increasingly seeking this balance in informal, spontaneous gatherings in smaller groups, rather than at official social events that could potentially create additional pressure. Our message: sometimes you just have to treat yourself to something special, in very individual moments of pleasure. We are thus reinterpreting our claim, 'Sometimes it just has to be guts', in line with consumer needs."

Modern indulgence, widely supported
The campaign showcases elegant indulgence with Godefroy von Mumm on numerous channels until the end of the year. The TV commercial can be seen throughout Germany from November 24. A special highlight this year: for the first time, the sparkling wine brand is back in Germany's cinemas with the central 15-second spot, which is already on air. At the same time, various digital activations will be launched on the owned and paid channels of Mumm & Co. to extend the campaign in line with the target group. For the accompanying digital out-of-home campaign, the company is targeting customers near POS and at train stations. In stores, Mumm addresses the target groups with eye-catching materials such as displays and shelf elements. Godefroy by Mumm is also given special consideration within the multi-brand year-end placement under the motto "Give & Enjoy".

When sparkling wine becomes lifestyle
With Godefroy von Mumm - a tribute to the founder of the sparkling wine house of the same name - Mumm & Co. takes sparkling wine enjoyment to a new level: the premium sparkling wine line includes a Riesling Brut and Pinot Noir Rosé Dry, which are made exclusively from selected German varietal wines from a single vintage. The Riesling Brut combines apple, pear and citrus notes, while the Pinot Noir Rosé Dry brings out delicate aromas of red berries and cherries. In terms of taste and design, the new product has already impressed industry experts and won five prestigious awards: the Berlin Wine Trophy Gold Medal, the Mundus Vini Gold Medal[1], the All Beverage Award, the Red Dot Design Award and the Product Innovation in Glass.

The creators of the campaign

Rotkäppchen-Mumm: Stephanie Schieszl (Marketing Director), Ulrike Faust (Marketing Manager), Sina Lockowandt (Brand Manager Mumm)
Creative agency Ogilvy: Lothar Müller (Creative Director), Christian Kuzman (Creative Director), Andreas Best (Client Services Director), Elif Azakli Alaz (Management Supervisor)

Production: Ars Thanea & Papaya Films
Director: Aleksander Bach
Media agency: Mediaplus International GmbH & Co. KG

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

https://www.yumda.com/en/news/1182126/mumm-co-launches-new-campaign-and-stages-magical-moments-of-pleasure-with-godefroy-von-mumm.html