Dom Pérignon cast Christoph Waltz as the moment P2's 16-year patience pays off

Design and craft a global marketing campaign for the launch of Dom Pérignon's new prestige champagne, P2, capturing the singularity of the P2 experience rather than the usual vintage claims.

A suspended-in-time 'moment of grace' when tasting P2 — almost mystical, personal and intense — embodied by Christoph Waltz on film and in print.

Billy Kidd immortalised the Waltz moment in film and print; the campaign ran in TV/cinema, press and poster plus digital formats from September 7, 2016, while Nicholas Alan Cope shot a bottle-centred, mysterious composition for the French and Russian markets.

Gave P2 its launch identity — 'Touched with Plénitude' — across global traditional and digital media, framing the cuvée around time and patience instead of taste notes.

For the launch of Dom Pérignon's new prestige champagne P2 — the result of the house's second 'Plénitude', 16 years in the making in the famous cellars of Epernay — BETC Luxe designed and crafted a global marketing campaign highlighting the product's extraordinary quality.

The campaign captured the singularity of the P2 experience: a moment of unique, personal and intense enjoyment, almost suspended in time with a quasi-mystical feel. BETC Luxe named it 'Touched with Plénitude' and invited actor Christoph Waltz to communicate that state of grace when tasting P2.

The moment was immortalised by Billy Kidd in film and print. The campaign published across traditional media — TV, cinema, press and posters — and digital formats from September 7, 2016; for the French and Russian markets, photographer Nicholas Alan Cope shot a composition placing the P2 bottle centre stage, alone in a mysterious setting.

Managing director Brune Buonomano said the new composition tells the Dom Pérignon story and plays with the concept of time: 'we're observing a moment suspended in time, made possible only through exactly 16 years' worth of patience and maturation.'

P2's difference is time — a second Plénitude after 16 years — so the campaign sold time itself rather than flavour descriptions.

A single actor embodying a suspended moment gave the abstract idea of 'plénitude' a face and a performance.

Splitting the shoot by market — Kidd's cinematic Waltz globally, Cope's bottle still-life for France and Russia — matched execution to how each market buys prestige champagne.

The name 'Touched with Plénitude' tied the campaign line directly to the winemaking term on the label.

A luxury launch can be built from the product's own time — 16 years in a cellar — and played by one performer, turning patience into the selling story.

The campaign ran in traditional and digital formats from September 7, 2016, introducing P2 as the ultimate expression of Dom Pérignon with a particular character, specificity and energy. It stood as the launch identity for the second-Plénitude cuvée across the brand's global markets.