Maison Mumm and David Guetta have announced their second collaboration, with the musician reimagining the classic Mumm bottle, and in November, launching a music video. Mumm says there will be a ‘digital activation’ for one of its marketing campaigns, to be released through its social networks at the beginning of October.
Guetta’s redesigned Mumm Cordon Rouge bottle, launched at the reopening of Parisian nightclub Queen, is in platinum, intending to create a mirror effect under club lighting. The limited-edition bottle will be available in 750 ml and magnum sizes in France, Australia, UK, Italy, Spain and other markets.
Martell Mumm Perrier-Jouët chairman and CEO César Giron hosted the event on Thursday.
The original collaboration saw Mumm and Guetta work on the music video for his number-one track, ‘Dangerous’. The next one sees the two collaborate before two major horse-racing events where Maison Mumm is an official partner: the Melbourne Cup and the Kentucky Derby.
The new promotion is centred around the idea of an avant-garde ‘urban horse race’, with the music video, launching November 1, supporting this concept.
To kick off Mumm’s participation in the Melbourne Cup, Guetta is performing at the Hisense Arena on November 2, the night before the famous horse race.