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Bolt CEO for Champagne Mumm

Bolt CEO for Champagne Mumm

A revolutionary turning point:  Mumm chooses as its testimonial an athlete, the fastest man ever: Usain Bolt. Surprising choice which might even be risky

By Donatella Cinelli Colombini, Brunello, Casato Prime Donne

Bolt-Champagne-Mumm

Bolt-Champagne-Mumm

Don’t be hasty: CEO means « Chief entertainment officer » and not CEO Chief Executive Officer. This is a typical game in French style. At Mumm they want Bolt as a testimonial nota s a chief executive officer. This news arrived in November: the Jamaican Usain Bolt, the fastest man ever, has been chosen as symbol for the Mumm Champagne. The first video shows Bolt that carries out the sabrage on a bottle of Champagne using one of his Olympic gold medals. It’s difficult to know which it is; he has 9 of them, and has been on the top step of the medium for three consecutive editions, and each edition for two or three races.

Bolt-testimonial-Mumm

Bolt-testimonial-Mumm

The publicity is multimedia and wishes to push Mumm consumers towards a more intimate rapport with the brand using also internet and devises

This is the only way to show the campaign in France where publicity regarding alcoholic beverages is prohibited on TV and at the cinema. The objective is of course to intercept Bolt fans but also to confirm the connection between Mumm and wining moments in the life of the consumer, in an association with a practically unbeatable man. For Mumm this is a strategic message: for years we have been used to seeing its magnums on the Formula1 for racing cars podium, held by winning pilots. Mumm has a past full of « transgressive » initiatives, starting with the sponsorship of the first French mission to the Antarctic in 1904. In this case too Mumm thinks out of the box.

Champagne-Mumm

Champagne-Mumm

Not only for having chosen a person that is not the wine maker or the owner, with a strategy that associates Mumm to Dom Pérignon and brings the way of communicating champagne closer to fashion (perfumes, make up, watches…). The transgression in this case is mostly in choosing Bolt. Other than being a champion in athletics, Usain is a tabloid man, that can attract attention from millions of people because of everything he does: gallant affairs, false starts during a race, his typical signature pose and his poser declarations- After the London Olympics where he won the gold medal he said <<“It’s what I came here to do. I’m now a legend, I’m also the greatest athlete to live>>.

Bolt

Bolt

1,95 cm 94 kg for a machine to fast there has never been another the same. His world records in 100 and 200m are resisting since 2009 and this is the important point. For nearly 10 years the challenge is to eat him. Also what is surprising is not the fact that he wins but how he wins. To see him at the Olympic finals as he flies in front of everyone else and then turns around to see how distant the others are, so he can decide to slow down a bit. His races are not only sporting events they are entertainment. He is a superstar and that is why Mumm has chosen him. There is just one doubt, particulars: he was born in 1986. Bolt is a long running athlete but he cannot last forever and soon there will be someone younger and faster on the horizon. On the contrary to being« Chief entertainment officer » he might turn out to be a tragedy for a winning myth such as Mumm

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