Luxury champagne brand Moët & Chandon is inviting consumers to share snaps on Instagram throughout the summer using the hashtag #icechallenge to launch the new Moët & Chandon Ice Imperial drink.
At the beginning of each month a new theme will be displayed and fans are asked to post a picture that best illustrates that theme – the June theme is Urban and Fresh – tag them with #icechallenge and get the chance to win “a Moët experience”.
Moët said the new drink, Ice Imperial, is “the world’s first ever” champagne specifically created to be enjoyed on ice “during social daytime gatherings”.
Arnaud de Saignes, International Director of Marketing and Communications for Moët & Chandon said: “Summer is simply made for an escape, and Moët Ice Impérial is its essence in a glass. Whether it is an urban, resort or yacht escape, Moët Ice Impérial signals summer with just the clink of an ice cube.”
The competition runs until the end of August with two further themes – Sea and White and Pool and White set to roll out.