Krug has gone a few steps this December with an innovative new marketing campaign. The Champagne producer has announced the launch of the Krug Institute of Happiness, which will be running for one week during the month of December. The ‘Institute’ has found its home in a previously undiscovered London location and its guests will be honored with a ‘pleasure seeking menu’ paired with and inspired by Krug Champagne. The menu has been created by one of London’s top Michelin star chefs, Nuno Mendes.
The aim behind the lavish campaign is to encourage consumers to think of happiness, celebration and luxury when they think of Krug Champagne. The experience not only includes a fabulous dinner, but also whisks guests through a lit up London, making the whole affair seems like something out of a Richard Curtis film (think Love Actually and Notting Hill).
Krug says, “The Institute of Happiness sets the stage for creating happiness and discovering the craftsmanship and passion behind Krug Champagne. Beginning the experience, guests are whisked through the city in a private transfer to the previously undiscovered location of 85 Swains Lane.
“Arriving at the Institute of Happiness, guests enter a once in a lifetime opportunity to immerse themselves in all things pleasurable. Krug’s Institute of Happiness seeks to touch every guest with an emotive memory through a once in a lifetime dining experience, set to create happiness in each guest.
“Every element of the Institute of Happiness is a bespoke experience, from guests place settings to the music heard throughout the evening. The completely unique and bespoke adventure into the world of Krug is facilitated by touching the senses of sight, sound, scent and of course taste, as every element of the experience is designed to create happiness in all guests. The four-course menu is designed by the Michelin-star chef, who has built each course around a different endorphin-releasing ingredient, as the final flourish to all the dream-like elements.”
Yes, a wonderful experience, but there is more to the marketing campaign masterfully created by Krug than creating a fabulous evening for its handful of guests. It has captured everything that is wonderful about Christmas in London. The cold nights, warm houses, celebrating with friends, lavish meals and luxury, not to mention sipping Krug.
The event has been running this week, so there may be only a small handful of exclusive tickets left… a perfect impromptu experience in one of the world’s most fabulous capital cities www.kruginstituteofhappiness.com.