NEW YORK Remy Martin has stepped up its outreach to African American males by inking A-list celebrities Jamie Foxx, Oscar de la Hoya, Earvin "Magic" Johnson and Hype Williams for its new $7 million "Step it up" campaign.
The yearlong effort, via BR Zoom, Wilton, Conn., centers around quarterly contests that offer the chance to be mentored by the cognac's new star endorsers. One winner, for example, will be in hip-hop video producer Williams' new production. Another will get the chance to rub elbows with Johnson and other celebrities at his 20th annual Midsummer Night's Magic weekend in Los Angeles, July 15-18.
"The idea is that to have success in America, it's all about who you know," said Steve Hissam, category director at Remy Martin, a division of Remy Amerique, New York. "We're giving consumers connections to some of the biggest people out there."
Supporting print will run in GQ beginning with the June issue; it will also host the contest at GQconnects.com. The stars will make appearances at bar and off-premise events in the brand's top-10 markets.
"It's getting increasingly more difficult to reach consumers because they tune out ads," said Hissam. "We want to reach people where they are making their purchasing decisions."
Remy Martin also will use the campaign to support the national launch of 1738, which retails for $50, with Williams touting the beverage from July through September.