Thanks to our strategy, the premium cognac brand Rémy Martin was connected to classical music, where we found a large overlap with the product's target group.
We created a character of Rémy Martin - music publicist, connoisseur and bon viveur. It was in fact a renowned violinist Lukas Kuta, who we renamed. Under the pseudonym Rémy Martin, he visited selected concerts and festivals, reviewed them and uncovered a subtle connection between cognac and classical music in his observations.
Reviewer Rémy Martin had his own blog and Facebook page, printed weekly magazine "Classics" and a regular show on Radio Classic, where he invited music icons and experts. He also published in expert online and offline media such as Literarni noviny and Harmonie magazine, introduced cognac degustation meetings with Rémy Martin after concerts and festivals and even performed, discussed and met VIP customers under this pseudonym. The classical music themed campaign was connected to ATL and BTL. We also prepared adressed direct mails for B2B clientele connected to the topic and organized exclusive evening meetings with cognac.