# Century-Long Marketing Campaigns Louis XIII's '100 Years' is Essentially a Musical Time Capsule By Kalin Ned | Published 2018-09-13 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/musical-time-capsule References: [louisxiii-cognac](https://www.louisxiii-cognac.com/) Louis XIII — a legend in the category of [luxurious cognacs](https://www.trendhunter.com/trends/505-edition-branson), is promoting its product through an epic century-long marketing campaign that includes a musical time capsule. The company partnered up with popular American rapper, singer and songwriter Pharell Williams who created a unique sound composition, titled '100 Years.' The song is extremely sensitive to environmental issues and it will be publicly experienced in a century. Louis XIII held a luxe private dinner and an immersive tasting experience in Shanghai and Toronto. The Shanghai event played "The Song We'll Only Hear If We Care" to an exclusive group of a 100 lucky listeners. With its new, exciting project, Louis XIII inspires people to think about the future of the planet through a musical time capsule that is locked up until the year 2117. Image Credit: [Elaine Fancy](http://www.elainefancy.com/) ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 67% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Century-long Marketing Campaigns:** The success of Louis XIII's '100 Years' shows the potential of creating epic, long-term marketing campaigns for luxury brands. - **Environmental Messaging in Advertising:** Luxury brands can use their marketing to promote environmental awareness, generating positive publicity while aligning with consumer values. - **Experiential Marketing:** Louis XIII's immersive tasting experiences show the power of experiential marketing to create memorable and impactful brand experiences. ### Industries Being Reshaped - **Luxury Goods:** The success of Louis XIII's campaign demonstrates how luxury brands can innovate and create unique experiences to engage with consumers. - **Alcohol and Spirits:** Brands in the alcohol and spirits industry can use innovative marketing campaigns to differentiate themselves and stand out in a crowded market. - **Music and Entertainment:** Louis XIII's partnership with Pharrell Williams highlights the potential for collaborations between luxury brands and artists to create unique and engaging content. ## Related on Trend Hunter - [Luxurious Limited-Edition Coffrets](https://www.trendhunter.com/trends/louis-xiii-classic-decanter.md) - [Festive Cognac Pop-Ups](https://www.trendhunter.com/trends/louis-xiii-transforms.md) - [Miniature Cognac Bottles](https://www.trendhunter.com/trends/the-drop-by-louis-xiii.md) - [Las Vegas Cognac Pop-Ups](https://www.trendhunter.com/trends/vegas-boutique-popup.md) - [Mixtape-Branded Cognacs](https://www.trendhunter.com/trends/rmy-martin.md) - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Reinvigorated Cognac Campaigns](https://www.trendhunter.com/trends/larsen-cognac.md) - [Diversity-Focused Cognac Campaigns](https://www.trendhunter.com/trends/more-is-made-by-the-many.md) - [Luxury Rapper-Approved Cognacs](https://www.trendhunter.com/trends/505-edition-branson-cognac.md)