Courvoisier Design & Branding REMY MARTIN by Remy Martin

REMY MARTIN

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Industry Cognac
Media Design & Branding
Market France
Agency Remy Martin
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: REMY MARTIN
Product/Service: VSOP
Agency: REMY MARTIN
Date of First Appearance: Mar 1 2011
Entrant Company: REMY MARTIN, Paris, FRANCE
Entry URL: http://www.remy.com/press/cannes2011
C&O BETC DESIGN: Christophe Pradère (BETC DESIGN)
Graphic Creative director: Aurélia Jacques (BETC DESIGN)
Design Manager: Céline Benhamou (BETC DESIGN)
Media placement: Cannes Bottles 1L - Duty Free - 1 March 2011
Media placement: 10 Cannes Bottle 3L - Charity Events - May 2011
Media placement: 700 Magnums - Prestige Wine Merchants, Major International Airports - Marc 2011

Describe the brief from the client

We had the desire to enrich our partnership with Cannes Film Festival in creating a strong platform of communication. The objective was to highlight our partnership through the elaboration of a new Limited Edition of our world-renowned VSOP to celebrate the magic of the “7th art”. The new bottle would pay tribute to the eternal glamour of the cinema and highlight the partnership between Rémy Martin House and Cannes Film Festival.

Describe the challenges and key objectives
The key objective was to assert Remy Martin VSOP as the official Cannes Film Festival supplier. Indeed, the limited edition package had to look like the celebration of the film industry and the prestigious, glamourous, and creative dimension of the fortnight.
Our challenge was to make of this celebration an opportunity for the brand to extend its core values by making of Cannes a full part of the brand universe, and not turn it into a viral marketing operation.

Describe how you arrived at the final design
The final design had to emphasize on codes that both belong to Remy Martin VSOP and Cannes Film Festival : the gold color. Also, the use of the metallic film reel enveloping the shiny black bottle serves as a blinck : everyone has a story to tell in Cannes, from movie directors to committed actors, and Remy Martin story is also part of the event experience.
This comes up with a bottle that has been dressed up with shine and gold to mirror Cannes prestige and Remy Martin partnership.

Give some indication of how successful the outcome was in the market
18 000 bottle of 1L has been sold out very quickly, showing the customers' desire.
We created an exclusive edition of 700 individually numbered magnums. These magnums were available only from prestige wine merchants, major international airports, and from Rémy Martin itself (in Cognac).
We also created a very limited edition with a specific format of 3L dedicated to charity.