 | Cointreau ‘Lips’ campaign poster and Cointreaupolitan cocktail promotion in Amsterdam Airport |
FRANCE. Rémy Cointreau is to unveil the latest promotions designed to emphasise the premium quality of its core brands at the forthcoming TFWA World Exhibition in Cannes (Maxxium stand number: Foyer 1 Marine Village).
The latest execution of the successful “˜Be Cointreauversial’ Cointreau campaign will focus on the sophistication of Cointreau’s target consumer with a co-ordinated promotion on the theme of “˜Lips’ and the Cointreaupolitan cocktail.
Provocative advertising imagery will depict cocktails such as “˜Cointreaupolitan’ – Cointreau, cranberry juice, lemon juice – at the moment of tasting.
A cocktail shaker in luminous pink, marked with the measures for each of the Cointreaupolitan ingredients, will be offered in a special gift pack.
The “˜Be Cointreauversial’ campaign has raised the visibility of Cointreau liqueur in international and duty free markets since its launch last year, encouraging sampling and raising awareness on-trade and among consumers of its potential as a cocktail base. The campaign has boosted sales in both volume and value terms, according to the firm.
The new “˜Cointreauversial Lips’ campaign will be rolled out initially in the top 15 sales outlets and then extended worldwide.
 | Rémy Martin VSOP Premier Cru Cognac |
Rémy Martin Cognac
Rémy Martin Fine Champagne Cognac, the number one Cognac in duty free and travel retail, has achieved significant market impact through its high-profile “˜Heart of Cognac’ promotion which focuses on the brand heritage and quality and includes redefined positioning and presentation, gwps and travel retail exclusives.
The latest additions to the premium travel retail exclusive range, including the new Rémy Martin VSOP Premier Cru, XO Premier Cru (revamping of packaging) and the recently released 1988 Vintage Premier Cru, will also be exhibited at TFWA World Exhibition.
Introduced in March/April 2007, the Premier Cru range aims to highlight the brand’s integrity and encourage the consumer to trade up to a product which is both high quality and unavailable in his domestic market.
The roll-out will be supported with premium merchandising and promotions such as bottle glorifiers, displays and tastings.
Champagne Piper-Heidsieck
Champagne Piper-Heidsieck is preparing to unveil a development in its promotional programme but the details will remain strictly under wraps until 22 October, the opening day of the TFWA World Exhibition.
Over the past two years the brand has introduced the Champagne Piper-Heidsieck Vase and Cool Box presentation packs and duo packs to encourage sampling.
Rémy Cointreau Global Travel Retail Director Peter Sant emphasised the importance of the travel retail and duty free channel to the company’s headline brands. “Rémy Martin, Piper-Heidsieck and Cointreau are 100% committed to the duty free and travel retail channel,” he said.
“It offers them a perfect stage on which to promote their premium brands and to educate the consumer about their products. Competition within the liquor category is intense and the standard of promotional activity is generally very high. We have to be sure that our brands stand out as products with heritage, with integrity and with immense consumer appeal.”
For details, contact Pascale Dubos, Rémy Cointreau, tel : +331 44 13 45 61, or e-mail pascale.dubos@rémy-cointreau.com Visit www.remy-cointreau.com
MORE STORIES ON REMY COINTREAU
Rémy Cointreau goes into campaigning overdrive – 19/04/07
Rémy Martin harvests travel retail exclusives – 27/03/07
Rémy Martin presents Louis XIII Black Pearl, ‘a rare and exclusive treasure’ – 28/02/07
