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The projected media budget is modest but a new creative assignment from Rémy Martin represents an interesting strategic challenge: how do you market a clear spirits brand in the U.S., particularly to African-American women?
The brand is Rémy Martin V, an ultra-premium eau-de-vie that parent company Rémy Cointreau introduced in 2010. At retail, Rémy Martin V sells for about $40 a bottle.
Marketing to date has been limited. The company is now looking to ramp up, with plans for traditional and digital ads, as well as marketing in bars and liquor stores.
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