Rémy Cointreau has unveiled a worldwide marketing activation for Cognac flagship Rémy Martin, fronted by US singer and performer Usher.
The campaign, called ‘Life is a Melody’, features Rémy Martin’s 1738 Accord Royal and XO expressions and includes an ad soundtracked by a track from Usher’s soon-to-be-released new album. In the US, the push also comprises a pop-up tour of cities including Atlanta, Chicago, Los Angeles and New York that “embraces Usher’s deep connection to skate culture”.
The pop-ups will offer cocktails made with Accord Royal and XO.
Also in the US, an out-of-home extension featuring a mural will run in New York from 24 July to 20 August and in Chicago from 18 September to 22 October.
In results for the 12 months to the end of March, the group’s Cognac division posted a 7.6% lift in sales although North American sales were down by low single-digits due to what Rémy termed “up-trading trends” in the closing quarter.
The brand owner will report its fiscal Q1 – to the end of June – performance on 25 July.
