The wine house has chosen the famous artist for new omnichannel initiatives
With the choice of Lady Gaga, who has become the protagonist of the latest advertising campaign for a limited edition of wines, Dom Pérignon communicates the intention to change the register compared to the past, proposing itself to younger customers. The famous singer in fact reflects all the values in which the Millenials are reflected, beginning from the creative freedom that is the slogan of the commercial campaign.
In fact, in the video we see the pop star moving around in different environments, holding a bottle and a glass. The atmosphere is effervescent and Lady Gaga wears sumptuous dresses, worthy of a queen. The advertisement bears the signature of Nicola Formichetti, international designer and Nick Knight, internationally renowned fashion photographer.
The strategy that Dom Pérignon used is omnichannel, so much so that with the bottle it is also possible to buy a sculpture designed by the singer.
The fine wines date back to 2006 and there are only 110 examples in the world. In other words, an advertising campaign with a strong communicative impact for unique products.
It is not the first time that the wine house has hired famous people to advertise their wines. In fact, in 2019 to present limited edition bottles dating back to 2008, Lenny Kravitz as creative director. With the engagement of Lady Gaga, however, Dom Pérignon’s message seems to have taken a very specific line. In fact, in addition to being a singer with millions of records sold, she represents a style icon for millennials. The generations born between the 80s and 2000s danced to the notes of her songs and from next November they will be able to see her on the big screen in the film House of Gucci, in which she plays Patrizia Reggiani, the wife of the founder of the fashion house Maurizio Gucci. The two-year collaboration should give rise to other joint initiatives in the months to come.
Meanwhile, the incomes of these exclusive bottles will be donated to the Born This Way Foundation, co-founded by Lady Gaga and her mother Cynthia Germanotta, who works for the mental health of young people.
By Matteo Melani