Mouton Cadet, historic wine supplier to the Cannes Film Festival for over 20 years and the European Tour since 2012, was appointed the official wine sponsor of Ryder Cup for 2014. How do you translate this sponsorship commitment into business in the China market?
Our client created a limited edition label and held a launch party. We helped bring the right media to the events, created topical interviews and took the message to the identified audience. We brought Cannes to the Chinese fashion audience. The impact – limited edition labels sold out in one-third the anticipated timing. Mouton Cadet wanted greater exposure of its Ryder Cup sponsorship to create a greater brand relevance and awareness for golfers in China. Understanding that the China market had outstanding demand for expensive vintage wines and therefore little understanding and appreciation of Mouton Cadet, Ed Bernays strategized and executed a PR program that brought Mouton Cadet’s illustrious background, prestigious partnerships, and Ryder Cup collaboration to the desired audience through effective media channels.