The brand speaks to LBB’s Addison Capper about the synergies between itself and Serena Williams and how the big game decision came down to significant US growth for the cognac sector
Driven by major growth ambitions in the US and the lifting of Anheuser Busch’s alcohol exclusivity, leading cognac brand Rémy Martin marked last weekend with its first ever foray into Super Bowl advertising.
The campaign, which was created by FRED & FARID New York, was inspired by the famous ‘Inch by Inch’ speech from the film ‘Any Given Sunday’ and was fronted by one of advertising’s most sought after celebrity talents, Serena Williams. The brand and agency enlisted the work of Park Pictures director Terence Neale, who we are told had a distinct point of view that matched their vision for the spot and the storytelling behind it. Its driving message is one of teamwork, something that Rémy Martin has championed for years prior to the 2023 Super Bowl as part of its concept of ‘Team Up for Excellence’, a notion that it aims to instil into every aspect of the brand.
“We're thrilled to have reached this exciting brand milestone in showcasing Rémy Martin at a national level following the advertising exclusivity lift,” a Rémy Martin representative told LBB. “Our involvement in this year’s Super Bowl with Rémy Martin is a testament to our growth ambitions in the US and the growing consumer interest in the brand and the cognac sector.”
When the brand made the decision to advertise during the Super Bowl with FRED & FARID, they began to think about the role it could play within such a huge and crowded moment. They were inspired by the divided nature of the world in 2023 to send a positive message about inclusivity and togetherness. It also became a perfect opportunity to lean into the brand ethos of ‘Team Up for Excellence’. “Our goal was to showcase an uplifting message of teamwork and unity to remind us all that we are more successful when we band together as a team, than as an individual,” they say. “Through the campaign, we wanted to show the many forms in which teamwork takes shape and how it can go beyond sports, whether it be chefs in a bustling kitchen, a troupe of dancers on stage, or a group of urban cowboys, as shown in the spot. We’re excited to share a message with viewers that will withstand the test of time and inspire future generations for years to come.”
Rémy Martin and FRED & FARID also identified “undeniable synergies” between the brand and Serena Williams as an athlete and a person. “Serena transcends her status as a female leader in the tennis space,” they say, “and is an icon and legend in the entirety of the sports world and a global inspirational figure whose commitment to excellence is unmatched, which made her the perfect choice for our partner, who we felt personified our message of excellence through teamwork. The Williams family has a tradition of passing down knowledge and skills from one generation to the next, which mirrors the family and traditions at the House of Rémy Martin.”
What’s more, Serena is also reportedly somewhat of a Francophile. “Serena is also a long-time admirer of French culture, having learned to appreciate the country from one of her former coaches,” Rémy Martin says. “She and her daughter are fluent French speakers who try to infuse the culture into their everyday life. Similarly, Rémy Martin is a brand that was built on familial ties and know-how for centuries, which resonates with Serena and made this a synergistic partnership.”
Research from Rémy Martin reports that the cognac category has seen momentous growth in the US over the past two years, “driven by the premiumisation of the market.” The brand is observing an expected normalisation of its consumption, which it links to the reopening of markets around the world and the widespread travels that comes with it. “However, the desirability of the category is still strong,” they add, “so we are focused on the recruitment of new consumers and have built strong marketing plans that allow us to engage and educate clients on new consumption occasions, with the latest being the big game and sporting occasions.” Given the interest in the cognac sector, they decided to enter into the big game this year and highlight Rémy Martin to further its goal of becoming the global leader in exceptional cognac and to further establish the ‘House’ as a cultural icon.
“We hope viewers enjoy our first-ever Super Bowl advertisement, which marks a major milestone in the brand’s history. For some viewers, there will be an intrigue and discovery around the brand ethos: ‘Team Up For Excellence’. For us, that is a good way to discover the cognac house and what we stand for. We also understand the impact that a strong logo has on clients and the quality that goes with it. But it goes much further now: young clients are looking for brands that have strong values, and values that they appreciate and share. We’re excited to further develop the brand’s legacy of excellence across different sectors like sports, and inspire for generations to come, beginning with this year’s big game.”