A daisy-covered twig, crusty red and yellow paint and an empty warehouse are all set to appear in the first advertising Krug has embarked on in the UK market for 15 years.
The premium Champagne house has commissioned four European artists to interpret the Krug ‘K’ for a print campaign that will run until the end of the year.
‘Christmas is fast approaching and we are confident that the campaign will raise the profile of Krug during this key sales period,’ said the premium champagne house’s managing director Rémi Krug.
‘Our aim is to bring Krug into the present and to use works of art to reinforce Krug’s individual style,’ said Rémi Krug. The artists chosen – Pierre Bonnefille, Georges Rouste, Nils-Udo (artwork pictured) and Jan Voss – have different artistic styles. Bavarian artist Nils-Udo specialises in nature installations, French artist Pierre Bonnefille explores colour and uses natural pigments mixed with materials such as sand to create textured paintings and murals.
The works will appear in a range of titles including the Financial Times, Time magazine, Bentley magazine and Conte Nast Traveller. The campaign will continue until the end of 2002. Krug will be commissioning further artworks to be used in a long term advertising campaign.
Written by Josie Butchart4 October 2002