Brand Home - Strategic Approach

BRAND HOME ARGENTINA

THE CHALLENGE
CHANDON

Creating an engaging and differentiating experience and

defining it's role in our brand ecosystem.

Position Chandon in the Valle de Uco landscape and

oenotourism agenda, targeting locals and different kinds of
tourists alike.

2
WE’VE UNCOVERED SOME OF OUR HIGHER BRAND CHALLENGES
A BRAND HOME HAS THE POTENTIAL TO HELP US TACKLE THEM ALL

CHALLENGES TASKS

Differentiating through
CULTURAL
pioneering and non
RELEVANCE conforming spirit

UNVEILING THE Founders vision and

UNKNOWN product history

CRAFT AT Building quality creds

SCALE and know how
WE’VE UNCOVERED SOME OF OUR HIGHER BRAND CHALLENGES
A BRAND HOME HAS THE POTENTIAL TO HELP US TACKLE THEM ALL

CHALLENGES TASKS

Differentiating through
CULTURAL
pioneering and non
RELEVANCE conforming spirit WHILE
ENCOMPASSING
ANOTHER GREAT
COMMS CHALLENGE:
UNVEILING THE Founders vision and
UNKNOWN product history

Overarching
Brand narrative
CRAFT AT Building quality creds
SCALE and know how
 THE ASPIRATION
THE BRAND HOME AS A CORNER STONE:
A PLATFORM TO MAKE OUR BRAND
STORIES COME TO LIFE
 BRAND EXPERIENCE

101
BRAND HOME ARGENTINA
CHANDON

>

engagement,
emotion
sensory pleasure
 THE PROGRESSION
OF ECONOMIC VALUE AND OFFERINGS

EXPERIENCES Estas ultimas dos

se basan en el
BRAND HOME ARGENTINA

(20TH C ECONOMY)
engagement y no sólo
el consumo, con el
objetivo de crear un
recuerdo, una
SERVICES asociación mental más
(20TH C ECONOMY) fuerte y en un factor
clave: El tiempo.
CHANDON

PRODUCTS
(IND ECONOMY)

COMMODITIES
(AGRARIAN ECONOMY)
THE EXPERIENCE ECONOMY: COMPETING FOR CUSTOMER, TIME ATTENTION AND MONET - JOESEPH PINE II
BRAND HOME ARGENTINA

SERVICES
EXPERIENCES

TIME WELL SAVED TIME WELL SPENT

(someone can do it faster, more (gives me more pleasure than

CHANDON

efficiently than you) spending on goods)

July 13th 1955
 FREYTAG DIAGRAM
BRAND HOME ARGENTINA

Climax
Experience intensity

Fa
on

ll
cti

ing
gA

Ac
sin

ti
CHANDON

on
Ri

Inciting
incident

Exposition Resolution

Time

GUSTAV FREYTAG
 FREYTAG DIAGRAM > EXPERIENCE MAP
BRAND HOME ARGENTINA

Climax
Experience intensity

Fa
on

ll
cti

ing
gA

Ac
sin

ti
CHANDON

on
Ri

Inciting
incident

Exposition Resolution

Time

INTICING ENTERING ENGAGING EXITING EXTENDING

 FREYTAG DIAGRAM > EXPERIENCE MAP DISNEYLAND
BRAND HOME ARGENTINA

Climax
Experience intensity

Experience intensity
Fa
PRE SHOW POST SHOW
on

ll
cti

ing
gA

Ac
sin

ti
CHANDON

on
Ri

Inciting
incident

Exposition Resolution

Time Time

INTICING ENTERING ENGAGING EXITING EXTENDING INTICING ENTERING ENGAGING EXITING EXTENDING
WHAT
WILL
OUR
SHOW
BE?
 OUR BRAND EXPERIENCE
BUILDING BLOCKS
BRAND HOME ARGENTINA

BRAND
BOUTIQUE GASTRO AGENDA
CHANDON

AND PRODUCT
 BRAND
BRAND HOME ARGENTINA

&PRODUCT
CHANDON

unique brand and product immersions that

generate emotional connections and
talkable experiences.
 BRAND AND PRODUCT

Bvlgari Serpenti
Rainforest
To launch the brand’s newest Serpenti
BRAND HOME ARGENTINA

Collection, an exhibition was launched,

that centered on the transformation of
the brand’s reptilian icon using artificial
intelligence (AI) that captured flora and
fauna images to create unique digital
sculptures on real time that merged
with the brand’s signature motifs. The
artwork will be converted into an
CHANDON

auctioned NFT multidimensional piece

of art.

To launch the brand’s newest Serpenti Collection, the exhibition

centers on the transformation of the brand’s reptilian icon and
deploys artificial intelligence (AI) to deepen visitors’ immersion.
TAKE AWAY / OPP
signature motif.
Pioneering in physical art and
creative technology, placing the
brand as a disruptor in disciplines
and areas other than spirits
category.
 BRAND AND PRODUCT

Gucci Garden
In a series of rooms a story
BRAND HOME ARGENTINA

unfolds: from a curated

selection of pieces dating back
to the House’s Florentine origins
in 1921 together with recent
work, memorabilia, ephemera
and contemporary art, exploring
CHANDON

the eclectic creativity that lies at

the heart of Gucci.

TAKE AWAY / OPP

Crafting a multi sensory experience
helps cement the brand story,
create social currency and build a
strong emotional connection with the
brand.
 BRAND AND PRODUCT

Twinings
It’s flagship store is London’s oldest
BRAND HOME ARGENTINA

tea shop, originally opened in 1706,

was re designed to engage with
customers’ curiosity and encourage
exploration with multi-sensory
interactive touchpoints.
Twinings’ store reveals hidden brand
stories focussing not only on heritage,
but also on innovation, wellness,
CHANDON

lifestyle and ethical sourcing.

TAKE AWAY / OPP

Signature stable experiences +
bookable masterclasses.
 BOUTIQUE
BRAND HOME ARGENTINA

Inspiring in those who are leveraging their

retail experiences to create innovative
CHANDON

connections with their customers.

 BOUTIQUE

& OTHER STORIES

Created as a beauty, fashion and
BRAND HOME ARGENTINA

accessories brand with a creative

feel, works as an atelier to enable
women to curate their own personal
life style.
The stores carry an eclectic and
ever changing product mix and
features capsule collections and
CHANDON

collabs that defy its categorisation

while sustaining customer frequency.

TAKE AWAY / OPP

Lifestyle enabling products,
consumer focused on demand
shifting offers.
 BOUTIQUE

DIOR
To present their new Lounge Wear
BRAND HOME ARGENTINA

and Maisoncollection Dior

developed a 3D printed
biodegradable concept store that
enables people to see first hand
their new product lines and
materials making a brand
statement regarding luxury and
CHANDON

sustainability, tackling a long held

tension in the industry.

TAKE AWAY / OPP

Reinterpreting well known
brand assets and luxury codes,
to new consumer demands.
 BOUTIQUE

NIKE UNITE
Aiming to Bring Local Communities
BRAND HOME ARGENTINA

Closer Through Sport, Nike Unite stores

were launched: a hyper-local retail
concept located in suburbs and smaller
cities. Intended to reflect the community,
Nike Unite carry local flavor. Beside
being stocked with curated locally
relevant merchandise, the stores
celebrate local activities, spaces, teams
CHANDON

and heroes.

TAKE AWAY / OPP

Heroing the product and
Mendoza.
Collaborations to elevate a new
generation of designers and
creators.
 GASTRO
BRAND HOME ARGENTINA

Considering that dining is one of the main

reasons to visit Valle de Uco, Chandon
CHANDON

should find a distinctive approach that

helps build brand and product equity.
 GASTRO
FRINGE IS THE FUTURE MAINSTREAM
AND CHANDON IS ALL ABOUT DARING TO EXPLORE THE UNCONVENTIONAL.
WHAT ARE SOME OF THE EMERGING TRENDS IN THIS AREA?

BIODIVERSITY RESTORATION
BRAND HOME ARGENTINA

all about recovering and

honouring land.
PLANT BASED
growing consciousness about meat
consumption’s impact and aim to
reduce it.

HYPERLOCAL
CHANDON

Freshness, seasonality and

end-2-end traceability are key.

FERMENTED FOODS
Hype for new natural processes and
its by benefits

‘SHROOM BOOM Opportunity to connect with

sparkling process!
Considered the food of the future
for its versatility and being easy to
cultivate.
 AGENDA
BRAND HOME ARGENTINA

Other than the core vineyard tastings, what

other experiences should we create to claim
CHANDON

our space in Valle the Uco?

 COMPLIMENTARY ACTIVITIES
To generate awarenes, enrich an differentiate the visit to our Brand Home

AT HOME AWAY FROM HOME

BRAND HOME ARGENTINA

Core tasting Focusing on estate Differentiating Activations that Activities that

events that leverage activities that raise awareness encourage people
our craft at scale and encourage tourists to of Chandon’s to discover a new
the uniqueness of our squeeze a visit to our presence in way of experiencing
process and quality. BH in their trip Valle de Uco Valle de Uco.

schedule.
CHANDON

THOUGHT STARTERS

Wine tasting
Seasonal harvest Unexpectedly elevated Complimentary Pop up events that
Private parties
perspective
glass of Chandon nourish local cultural
sommelier Degüelle de botellas (hot air balloon ?) upon hotel arrival
life, for both locals and
classes tourists.
Weekly / monthly
agenda.
KEY LEARNING AND OPPS
 KEY LEARNINGS & OPPS
BRAND
AND PRODUCT BOUTIQUE GASTRO AGENDA
BRAND HOME ARGENTINA

• Becoming noticeable
and placing the brand
as a disruptor in other • Enabling the • Encourage exploration
disciplines.
Chandon lifestyle • daring to try new and a new Mendoza
beyond the BH trends, flavours and Experience
experience. ingredients.
• Crafting a multi
CHANDON

sensory experience to • Creating multiple

build a strong • Heroing the product, • Elevating local engagement occasions
not the sales. produce and with the brand.
emotional connection
producers
with the brand.
• Sustaining interest • Signature stable
• Experiences that
and frequency • Leveraging product experiences + bookable
through mix rotation RTBs to build dis masterclasses.
generate social
to meeting consumer
currency and drive
demands.
interest.
BRAND HOME ROLE + VISION
BRAND HOME ROL

CONNECTING
THROUGH
SPARKLING WINE
AND THE SPARK
OF THOSE WHO
DARE TO BURST
OUT OF
CONVENTIONS.
30
 BRAND HOME EXPERIENCE JOURNEY
Each touchpoint in our Brand Home to deliver specific goal

BRAND + PRODUCT SALES BRAND

INTICE ENTERING ENGAGING EXITING EXTENDING
BRAND HOME ARGENTINA
CHANDON

Allow visitors to Deepen

Focusing on the Share brand Make visitors Settle the Lifestyle / free
deep dive and connection into a
differentiation and heritage, discover the experience and spirit enabler: Take
experience long term
uniqueness of pioneering story, brand’s unique create the the experience
themselves the relationship
being the only un-googleable fun know how by memories with with you.
Chandon’s keeping
sparkling facts and local witnessing proprietary rituals,
lifestyle and pov. consumers
experience in Chandon craftsmanship and turning the visitors connected to the
Mendoza. milestones and process to build into brand and brand
portfolio. quality creds sparkling wine
inciters.
ECOSYSTEM: BRAND HOME AS BRAND CENTERPIECE
ENCOMPASSING OUR UNIQUE POV IN ALL OF OUR BRAND ACTIVATIONS

COMMUNITY BRAND HOME POP UP + EVENTS

BUILDING
Replicating the Brand
Elevating Mendoza Connecting by sparkling Home experience away
culture and creating a wine and the spark of those from home + partners
space for local
development. who dare to burst out of the
bubble of conventions.
CONVERSATION
PLATFORM
TRADE
The BH as a key asset for
Our boutique becomes content generation and
the pinnacle for our comms.
whole strategy defining
Chandon’s experience
along every retail
CLUB / SUBSCRIPTION
touchpoint.
A curation of products and
ideas as an extension of the
BH boutique.
SEGUIMOS