Rémy Martin repositions as lifestyle brand with first global marketing campaign

Rémy Martin’s CEO says the launch of its first global campaign is a sign that luxury brands can no longer rely on the pull of a label to attract consumers and must promote a lifestyle.

Launched in the UK yesterday (2 November), the campaign’s slogan ‘One Life/Live Them’ aims to highlight that today’s consumers are not defined by one talent or skill and should be applauded for their many passions. These multi-talented millennials are labelled by the brand as “the slash generation”.

The campaign includes a 60 second ad featuring US actor Jeremy Renner, who also claims to be a producer, singer and renovator. It will include a print and OOH campaign, digital display, as well as behind the scenes footage that will be promoted on the brand’s social media channels.

The brand is launching an ad in China under the same umbrella, featuring actor Huang Xiaoming, in a bid to appeal to the Asian market.

Rémy Martin’s CEO Eric Vallat hopes that the campaign will change the way consumers think about the brand and boost loyalty.

“One of our challenges is to promote a lifestyle that resonates beyond the product itself and reinforces the brand. We would like people’s reactions to go from ‘I respect Rémy Martin’ to ‘I love Rémy Martin, it’s the brand for me’. This is how we’ll turn our brand into a powerful one, by creating an emotional relationship with consumers,” he says.

The brand also hopes that the campaign will appease an ever-demanding customer base. Speaking to Marketing Week, Vallat explained:

“In the 1990s, you could put a label on a product and sell it at a high price. People are now asking for more and demand authenticity, which is probably why there has been a resurgence of brown spirits. And we’re fit to take on that challenge.”

While the campaign particularly focuses on millennials, Vallat believes it will appeal to older generations.

“The slash generation was born with millennials, but they inspire others. The campaign could essentially appeal to everyone,” he said.

The campaign will run “for as long as it lasts”, and will be changed as necessary by the brand to keep up with cultural developments.

“It could run for the next 10 years, as we can build on it a lot. It will definitely stay relevant as the years go on,” he concluded.

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  • Martin Ballantine 3 Nov 2015 at 12:45 pm

    Hilarious. ‘Slash’ generation. “…a lifestyle that resonates beyond the product itself”…then, hedging bets massively, “the campaign could essentially appeal to everyone”. Desperate stuff!

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