Veuve Clicquot Goes Postal For Marketing Activation

To kick off its promotional summer tour, the champagne brand turned a raw studio into a post office with tongue-in-cheek references to mail, postmen, and the art of the handwritten letter.

By Jim Shi July 18, 2014, 4:33 PM EDT

Photo: BFA NYC

Veuve Clicquot's Clicquot Mail Launch
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What better way to beat the heat and humidity than with a flute of chilled champagne? Veuve Clicquot’s latest marketing activation—Clicquot Mail—hopes to spread that message from coast-to-coast. Literally.

On Tuesday, July 15, the champagne brand celebrated the Clicquot Mail, a metal sleeve shaped like a modern-day mailbox and able to keep a bottle cool for as many as two hours, with a party at Industria Superstudio that drew on the oft-forgotten art of letter writing. The evening event also served as the official launch of its national truck tour.

“As correspondence played an important role in the history of the house, Clicquot by Mail is a Clicquot twist on the traditional art and elegance of hand-written notes,” said Vanessa Kay, president of Veuve Clicquot U.S. “We wanted to kick off the mail truck tour with an innovative and fun event for friends of Veuve Clicquot before sending the truck to deliver our Yellow Label to Champagne lovers across the country.”

Transforming the venue’s upper level into the Clicquot Post Office, guests—including Diane Guerrero, Rebecca Minkoff, Timo Weiland, and Yigal Azrouel—were greeted by a Veuve Clicquot mail truck dispensing flutes of champagne. Further inside, a P.O. box-style setup served small bites of retro-inspired food—including mini lobster rolls, hot dogs in blankets, and Yukon gold fries—by Laurence Craig Catering. Guests also had the opportunity to send a bottle of Veuve Clicquot Yellow Label to a friend or loved one of their choice simply by filling out a postcard and depositing it at a specially created teller booth.

The Veuve Clicquot truck made its debut in New York over the Bastille Day weekend, where it was positioned at high-traffic Manhattan locations like Bagatelle, Lavo, and the High Line Hotel, as well as a handful of Montauk hotels on Long Island’s East End.

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