Remy Martin

What they asked us to do ...

For the prestigious spirits company, we represent a variety of brands including Rémy Martin Cognac, the limited edition V.S.O.P. and Louis XIII, their highest-end cognac and one of the world’s first international luxury brands. Throughout our relationship, we’ve been charged with building buzz among key demographic groups, launching a limited edition bottle with Dave LaChapelle as well as a limited-edition premium (and very high priced) cognac as a way to reinvigorate the core brand.
 

What we did ...

For 1738 Accord Royal, we developed a campaign for the brand’s core demographic, African-American males, with the goal of influencing them to trade up from the lower priced V.S.O.P. Black Music Month aligned the brand with music industry influencers, including video producer Hype Williams, hip-hop magazine XXL, and current and future hip-hop and R&B stars as well as engaged consumers via an interactive website (www.1738.com) featuring online polls about the “best of” hip-hop music.

For Louis XIII, we launched Black Pearl, a limited-edition offering selling for $8,000 per bottle. We developed a PR program based on the ultra high-net-worth (HNW) mindset. An ultra-premium advance invitation was sent out to 786 HNW individuals – the exact number of Black Pearl bottles produced worldwide – to purchase Black Pearl that included a proprietary, trackable code, which provided access to an exclusive area within the newly created Black Pearl Web site (www.louisxiiiblackpearl.com). This “inner” site revealed the new decanter and invited those interested in purchasing Black Pearl to either provide their contact information or dial a dedicated number; both avenues led directly to specially-appointed brand ambassadors who facilitated the sale.
 

Our results ...

Throughout our relationship with Remy Martin, we’ve achieved impressive results and facilitated favorable brand perception and awareness among target consumers. Highlights from our campaigns include:

  • 1738 Accord Royal’s Black Music Month became a major marketing initiative for Remy, expanding to include sole sponsorship of a special issue of hip-hop magazine XXL. The campaign grew 1738 Accord Royal more than 100 percent, making it the hottest of the company’s brands

  • The launch of Black Pearl resulted in tremendous media coverage (14 million total impressions in luxury publications like Robb Report, Forbes Life and Elle). In addition, it exceeded client expectations by selling out all of the bottles immediately upon the launch of Black Pearl. Site traffic was also impressive and included target VIPs as Ted Turner, Martha Stewart, Thomas Keller, Snoop Dogg, Alex Rodriguez, Justin Timberlake, Jeremy Piven and Mark Wahlberg.

  • Our work for Louis XIII Black Pearl awarded us the 2008 PRSA Big Apple Award for Food and Beverage.