Nathalie de Coninck is a winemaker at her estate in Crouttes-sur-Marne (Aisne). Its grape varieties produce a champagne officially recognized by the Champagne Committee based in Épernay (Marne). During the month of May, she lent herself to a somewhat special advertising campaign.
The Interceltic Festival of Lorient 2022
Champagne from Crouttes-sur-Marne (Aisne) is a little less well known than that of the big houses based in Reims or Épernay (Reims). But not anymore, since a rather innovative advertising campaign.
Six champagnes from three winegrowers and three winegrowers. To give six posters promoting women and men whose know-how, expertise and craftsmanship are hidden behind the bottles of champagne. Posters that found themselves put forward all over the country.
And on one of these inescapable posters, here is Nathalie de Coninck. Nothing predestined the co-manager of the Leclere-Torrens champagne house of Crouttes-sur-Marne to become an advertising muse. When she took over the estate from her parents after completing her wine studies at the Crezancy high school (Aisne), she would never have thought of such a thing. She told behind the scenes of this adventure to France 3 Champagne-Ardenne.
“A call was made to all Champagne winegrowers. I found the idea appealing. I didn’t really have the profile, because there were targeted categories, between 20 and 40 years old, and between 50s and 60s with graying hair. I was 48, but I thought I’d do it and we’d see.”
They told me: it’s you we want.Nathalie de Coninck, co-manager of the Leclère-Torrens champagne house (and advertising muse)
A few days later, she was already called back. “I said I was totally in the wrong niche with my hair color, but I was told, ‘not at all, we want you.'” Everything then happened quickly, with the Parisian communication agency Australia.GAD the controls. Not small size. “She worked for EDF, Google, McCain, BlaBlaCar, etc.”
Nathalie de Coninck took the train in May, the day before the photography session (paid just like her hotel room). “I was told they wanted me early, rested and stress-free.” Here it comes the next day “In a large studio with a magnificent view: we could see all of Paris. There were about fifty people that day. From 8 a.m. to noon, they photographed me. It was huge, not half-measured. “ A scene worthy of Devil wears Prada.
“We started by trying on clothes, to see what outfit suited me best. After, hair. After, make-up. When everything was validated by the agency, we started taking the photos. “ Everything she portrays was provided by the team on site, “even the cultured pearls that I have in my ears, they have chosen them”.
They have chosen even the cultured pearls that I have in my ears.Nathalie de Coninck, co-manager of the Leclère-Torrens champagne house (and advertising muse)
The dictatorship of fashion has not, however, entirely imposed itself on the winegrower. “They let me choose between two outfits. And precisely, I didn’t like the first one too much: I felt more comfortable with the other, in pants.” She was able to pose in front of a restorative background prepared beforehand, “a kind of placo”.
The final rendering corresponds to “still lifes taking up the codes, the key elements of the theme” of the poster (“masses, cup, chalk”), chosen and photographed beforehand “so that the winegrowers can appropriate the display without me necessarily being present”. The first campaign made it possible to see the winegrowers and winegrowers in front of the characteristic background, and a second will present these “dead natures” which will recall Nathalie de Coninck’s performance (see the instagram montage below).
Each poster represents a very particular type of champagne (we take this opportunity to remind you that you should drink alcohol in moderation). Declined according to its woody and mature, rosy and silky distinction (you can even see a cockatoo), or even raw and mineral (it is this last point that appears on Nathalie de Coninck’s advertisement). The winegrower salutes the parity between women and men, but also those between the different parts of the vineyard (not everything is centered on the Marne as it is sometimes seen). The posters were released “two weeks in July”as well as’“one week in September, for the harvest”.
Isn’t it weird to see yourself displayed like this everywhere? “I confess that I don’t have my hair styled the same way at all. I don’t really identify with the person who is on the poster, so I manage to detach myself from it. If you see me, I I’m not like that in real life. So I don’t mind.”
She may not recognize herself, but on the other hand, those around her do. She received lots of messages. “Clients have sent me a photo of the place where they saw me. So I have them from everywhere: from Paris, Lille, Reims, Annecy, in the South…” And even in front of the Mulhouse cinema (Haut-Rhin). “I have a lady who lives in Crouttes-sur-Marne – it’s very small – and in July, she goes on vacation 800 kilometers away. She crosses all of France, and the first thing she sees is was me on the poster with the mention of the village…”
Beyond the funny anecdote, participation in this advertising campaign is a real challenge. “Do you remember a single previous Champagnes de vignerons campaign?” The journalist at the origin of the article is very annoyed and must answer in the negative. “That’s it. That’s what was criticized: we didn’t really have the impact we wanted, despite a lot of money spent.” That, and the desire to highlight the winegrowers and winegrowers, is what gave this new concept.
“Raw and mineral, it is a type of champagne. But there is also a face. It is due to the will of the winegrowers to be part of, to be an actor in this new campaign. And this communication agency has also wanted something offbeat, so that it would be in tune with the times. Some people may have a little trouble understanding, but the younger generation understands perfectly. The proof: we talk about it. That’s for sure: to talk about it, we talk about it.