|Cognac, which has been popularized in hip-hop music, is a hot luxury drink among urban males.
The incumbent on the estimated $5 million account was Euro RSCG Worldwide. La Comunidad, headed by Argentine brothers Jose and Joaquin Molla with offices in Miami and Buenos Aires, targets the Hispanic market in the U.S. but has done some general market projects. The incumbent was Euro RSCG Worldwide.
The No. 2 cognac
Remy was the No. 17 distilled spirits brand worldwide during 2005, and No. 2 cognac, with $1 billion in retail sales and 1.8 million 9-liter cases shipped, according to an estimate compiled by spirits trade journal Impact.
Jose Molla, founder and creative director of La Comunidad, said the marketer, like other cognac makers, will continue to target urban males. Distillers’ efforts to date have largely been boosted by hip-hop musicians such as Jay-Z and Busta Rhymes, whose lyrical nods to Remy rivals Courvoisier and Hennessey helped to transform cognac from a geriatric cocktail into young-skewing obtainable luxury item.
“We’re trying to connect on an even deeper level with the urban target,” he said.
Remy Martin VSOP
The campaign’s initial focus will be on Remy Martin’s VSOP brand, but will likely involve print, broadcast, online and outdoor support for all of Remy’s cognac brands.
“We were looking for an advertising agency partner with strong strategic thinking and creative that would break new ground, not just for Remy Martin, but for the premium spirits category as a whole,” Steve Hissam, category director for Remy Martin cognac, said in a statement.
The agency’s work for Remy will debut later this year with print ads running in urban, lifestyle and men’s magazines.