Jeremy Renner is the face of Rémy Martin’s new campaign! (x)
“Remy Cointreau has unveiled a global marketing campaign for its Remy Martin Cognac brand. Speaking to analysts and journalists at the brand's headquarters in Cognac, Remy Martin CEO Eric Vallat said the new activation is aimed at the so-called 'slash generation' - consumers who do not want to be defined by one particular thing. Vallat used the example of Pharrell Williams, who is described as a musician/producer/clothes designer/mentor, among other 'slashes'.The creative will launch around the world and it will be an umbrella campaign for the whole Remy Martin brand, rather than for a specific variant. The key message is centred around the idea of celebrating many talents and the strapline is: "One Life/Live Them". Vallat said this message is "very different" from his competitors. He cited Johnnie Walker's 'Keep Walking' and Grey Goose's 'Fly Beyond', which centre around direction and progress. He said the Remy campaign is not saying there is only one way to succeed - "success cannot be defined by one specific route," he added. The commercial features two celebrities - one for the western part of the world and one for the east. For the east the star is Huang Xiaoming, who has 29m followers on Weibo. He is described as an actor/singer/environmentalist/ambassador.The US celebrity is Jeremy Renner, who starred in Mission Impossible, among other films. He is described as a producer/renovator/singer/actor, and has around 1m likes on Facebook. The multi-channel campaign will have a strong focus on digital activation. Rémy Martin will launch its campaign simultaneously in Cognac and in New York today, and in Shanghai on October 23. The commercial will be launched on television in the US and in China at the beginning of November, and around the world on the company's website and via social networks. In addition, print executions with Jeremy Renner and Huang Xiaoming will be featured in national publications and the One Life/Live Them tagline will appear on the brand’s social media channels. (...)”