France – Luxury spirits brand Louis XIII has unveiled a limited-edition cognac, N°XIII, with a tongue-in-cheek campaign that hints at the hyper-exclusive nature of the drink. With only 200 decanters produced in total, consumers have a 0.0000038361% chance of ever trying the drink.
Made in collaboration with Object & Animal production studio, the campaign reveals that it is statistically more likely to hit a hole in one, become a professional actor, or even travel to space than to take a sip of N°XIII. Further highlighting its evasive brand presence, the drink is only available in a selected number of venues worldwide, and customers who are lucky enough to try the drink will be limited to one decanter a night.
In a similar vein to the concept cars that few consumers will ever have a chance to try, N°XIII is a limited-edition project that pushes the boundaries of conventional spirits marketing. To learn the elusive marketing tactics that are emerging across sectors, read about the beauty and wellness brands exploring extremes.
Concept products can help companies showcase their brand beliefs and experiment with tongue-in-cheek communications. Consider creating a limited-edition object to create hype around your product offering