Rémy Martin, an almost 300-year-old French cognac model, is pursuing cultural relevance throughout a sport that has traditionally strengthened America’s love of mass-produced beer. It’s certainly one of a number of manufacturers benefiting from the tip of AB-InBev’s 34-year exclusivity run, which barred another alcohol manufacturers from promoting within the sport on a nationwide stage.
A rep for Rémy Martin informed Adweek that tennis star Serena Williams, who’s starring in one other advert for AB-InBev’s Michelob Extremely, has each a “dedication to excellence” and a “pure love of French tradition” that made her the best match for the spot. The 60-second advert, which can run on the finish of the second business break within the first quarter, compares the function of Williams’ household in her success to the model’s collaborative tradition.
Dubbed “Inch by Inch,” the marketing campaign will house in on the model’s historical past and generational data, in line with Nicolas Beckers, CEO of the Americas for guardian firm Rémy Cointreau.
“Behind Rémy Martin’s excellence, there’s a mixture of custom and innovation,” Beckers stated. “From the cellar grasp to the distiller to the winemaker, there’s a mixture of many skills.”
Pairing cognac and quarterbacks
Two years in the past, Rémy Cointreau purchased a 30-second advert for its Cointreau liqueur in 15 U.S. markets. In 2022, it expanded to 17 markets for its 30-second advert that includes The Botanist gin model.
Based on Beckers, utilizing a world-renowned athlete in a nationwide Tremendous Bowl spot is an try by the cognac model to speak to shoppers in a brand new means. Whereas the model has centered on crafting a message round connection by means of celebration—it launched a spot earlier this month honoring the household spirit of the Lunar New Yr—it has but to ascertain a robust presence on the planet of sports activities.
“Moments of celebration are crucial for our model, and we’re encouraging shoppers to find new events for consumption,” stated Beckers.
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