Rémy Martin opens up 'new chapter' to appeal to multi-talented consumers
Rémy Martin is set to launch a new campaign that represents a shift in strategy for the cognac brand to focus on individual’s multiple talents.
The new activation is aimed at consumers who don't define themselves by one talent or skill but a variety of passions and abilities. Running with the tagline One Life/Live Them the campaign is fronted by two-time Academy Award nominee Jeremy Renner to drill home the brand's appeal to those will various talents.
The 60-second ad will first launch in the US on 2 November followed by a print and OOH campaign featuring Renner, digital concept and display using the One Life/Live Them tagline. Additonally, exclusive, behind the scenes footage will run across Rémy Martin's social media channels.
The work is the first to come out of the 2014 appointment of DLKW Lowe as the brand's global advertising agency following a competitive pitch.
“Actor, producer, musician and home renovator - Jeremy’s multifarious abilities make him the ideal representative for the brand’s One Life/Live Them campaign,” said Eric Vallat, chief executive of Rémy Martin. “This is a new chapter in the history of Rémy Martin, and we’re delighted to be working with someone who so completely embodies the lifestyle that we are celebrating.”
The campaign will then launch in Europe at La Maison Rémy Martin London, the brand’s private members club later in November. A second celebrity ambassador is set to be announced later today.
Jamie Elliott, chief executive DLKW Lowe added: “For too long the premium spirits category has represented the journey, often soulless, towards achieving a singular ambition. This campaign celebrates a new generation’s desire to enjoy life’s journey and express their multiple talents and in so doing redefine success."
The commerical was directed by duo Ne-O from Stink who also worked on VW ‘Singing in the rain’ and Toyota ‘Human touch'.