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On election night at the Hyde Park Hair Salon in Chicago, where Barack Obama gets his hair cut, more than a hundred neighbors and friends toasted the historical outcome with a cocktail provided by spirits company Rémy Cointreau, called “The Obama Knockout” (Rémy Martin cognac, Cointreau, cranberry juice and pineapple). The nod to history is just one aspect of Rémy Martin’s new marketing campaign, which runs through November and turned exclusively to out-of-home and alternative media to build sales for the critical holiday season.