Courvoisier, the UK’s number one selling cognac, has secured its position at the forefront of a 3D revolution as the first brand to create a specific 3D advertisement to be screened on Channel 4 this winter.

Channel 4’s ‘3D Week’ (16 – 22 November) in partnership with Sainsbury’s superstores, will screen documentaries, films and Courvoisier adverts throughout the week enabling viewers to consume the avant-garde 3D content in the comfort of their own homes. Sainsbury’s will be distributing free colour code 3D glasses through 500 superstores from 4 November 2009.

Courvoisier Exclusif, a premium VSOP cognac created specifically for mixing, will feature in the adverts bursting out of the screen to form a Napoleonic emblem; glass fragments, liquid, garnish and ice then spiral into a Courvoisier cocktail before the viewer’s very eyes. Courvoisier has honed its expertise in this area having utilised cutting edge 3D technology to engage the trade and consumers in an innovative ‘I Don’t Know’ cocktail campaign. Courvoisier marketing manager, Janice McIntosh says, “3D is a natural extension of the sensory approach championed by Courvoisier through its Le Nez programme, which helps consumers connect with the brand and transforms traditional perceptions of cognac. Courvoisier has a vanguard spirit as its core and we are constantly looking for new ways to turn the predictable on its head and capture people’s attention to ignite a cognac trend of our own.”

Courvoisier’s 3D advert will air between shows including: Derren Brown’s 3D Magic Spectacular, The Greatest Ever 3D Moments and various movies throughout the week. The 3D advertising initiative will receive on-the-ground marketing support as well as a 3D segment within the Courvoisier website: www.courvoisier.com, which will also include 3D footage of the spectacular Courvoisier chateau, cellars and vineyards in Jarnac, along with serving suggestions.