High-End Cognac Gets Social to Woo Jet-Set

NEW YORK For a cognac that sells for as much as $1,800 a bottle, Remy Martin’s Louis XIII’s customers aren’t easy to find efficiently through traditional ad media.

Instead, Remy Martin is going online in its first major marketing push in seven years. Rather than a “traditional” digital effort, however, it has hooked up with invite-only social network aSmallWorld for an experiential campaign that combines online placements with offline events.

In October, Remy Martin will kick off a three-month campaign that will include banner ads, a microsite and sponsored editorial features, as well as eight in-person events designed to spur word of mouth among aSmallWorld’s coterie of 160,000 heavy hitters—half make over $250,000 per year and a fifth over $1 million.