Rémy Martin leverages the Super Bowl to attract a younger viewers, as Anheuser-Busch steps aside

During the Super Bowl, certainly one of the few dwell occasions individuals tune into primed to watch the adverts, Rémy Martin is making a bid to attract a younger viewers by making use of social media, digital out-of-home adverts and the Super Bowl itself. Rémy Martin is utilizing Twitter, Instagram, Facebook and a 60-second advert spot that includes Serena Williams with the aim of capturing the consideration of Gen Z sports activities followers to the model, a related transfer to Google’s current digital OOH marketing campaign.

Beckers mentioned that Rémy Martin constructed out a sturdy advertising technique that enables the model to attain, recruit and have interaction a broader viewers by way of new consumption and celebratory moments like the Super Bowl. The model can be leveraging over 2,000 digital OOH shows throughout strategic places in Atlanta, Chicago, Houston, Los Angeles, Miami and New York from Super Bowl weekend by way of July. 

Rémy Cointreau shouldn’t be the solely alcohol model coming into the Super Bowl house this 12 months. Other non-Anheuser-Busch manufacturers together with Molson Coors and Heineken are additionally vying for eyeballs throughout the massive sport.

Last 12 months, Rémy Cointreau made its Super Bowl look with a 30-second spot that aired in 17 regional markets for its Islay gin model, The Botanist. In 2021, the model aired a 30-second advert for its premium French liqueur Cointreau in 15 markets.

It is unclear how a lot of Rémy Martin’s promoting finances is allotted to this specific marketing campaign, as Beckers wouldn’t share total finances specifics. According to Pathmatics information, the model spent a little over $8.1 million in 2022. The information additionally confirmed that it spent $1.2 million on Facebook, $1.6 million on Instagram and $1 million on OOH shows final 12 months.

Rémy Martin does a good job at positioning its merchandise with particular audiences, in accordance to Margo Kahnrose, CMO at the omnichannel platform for efficiency advertising, Skai. This is mirrored in the firm’s use of the Super Bowl to specific its model values, like neighborhood and small enterprise help, and in addition to create relevance. 

“They’re using the same approach of crystal-clear, targeted positioning this year by associating Rémy Martin with Serena Williams as she recently retired, she is a universal, iconic symbol of the continued, relentless pursuit of excellence the brand stands for,” mentioned Kahnrose. She added that manufacturers investing in Super Bowl adverts this 12 months are, greater than ever, making certain they maximize viewership and engagement amongst Gen Z by way of both tv or social media.

“Television advertising is largely measured on impressions, and impressions only become a needle-moving metric through repeat exposure, over time, releasing full spots or extended cuts early allows for broadened reach,” Kahnrose mentioned.

Following the Super Bowl, Rémy Martin will proceed to drive engagement with over 60 client-facing occasions in New York, Los Angeles, Houston, Atlanta, Miami, Arizona and different places. In addition, Rémy Martin is at the moment engaged on a devoted e-commerce plan for Eboutique, Reservebar and Instacart that will probably be launched in the months to come.