French luxury cognac brand Rémy Martin recently unveiled its latest Lunar New Year campaign by photographer Michelle Watt, aiming to celebrate Asian heritage and culture. The campaign features an all-star cast of Asian-American celebrities and tastemakers, including fashion influencer Jessica Wang, actor Lewis Tan, photographer Kevin Wong, chef Brandon Jew and entrepreneur Danielle Chang.
Alongside the campaign, Rémy Martin plans to release a "limited-edition bottle with a $209.99 price tag later this month and host a series of events in New York and San Francisco titled the "Lunar New Year Opulence Revealed Experience" that are intended to reflect the cognac’s flavor profile while celebrating Asian culture."
Founded in 1724, the premium spirits brand is synonymous with luxury and its latest marketing campaign aims to captivate a younger demographic with an appreciation for its handcrafted and refined product offering.
Lunar New Year Influencer Campaigns
Rémy Martin's 'Family Spirit' Ad Celebrates Asian Heritage
Trend Themes
1. Cultural Celebration Campaigns - Brands can create campaigns that celebrate cultures and bring communities together by collaborating with influencers and tastemakers from different backgrounds.
2. Limited-edition Releases - Brands can generate excitement and demand by releasing limited-edition products, such as Rémy Martin's Lunar New Year bottle, that appeal to collectors and fans.
3. Luxury Marketing to Younger Demographics - Brands can attract a younger demographic by showcasing the craftsmanship and authenticity of their premium products through creative marketing campaigns featuring influencers and tastemakers.
Industry Implications
1. Beverage Industry - Beverage companies can collaborate with influencers and tastemakers to create cultural celebration campaigns that reflect the unique flavors and heritage of their products.
2. Fashion Industry - Fashion brands can partner with luxury spirits brands for joint marketing campaigns and limited-edition releases that appeal to a younger demographic interested in both fashion and luxury products.
3. Hospitality Industry - Hotels and restaurants can host Lunar New Year events showcasing luxury spirits and authentic Asian cuisine, creating an immersive experience and generating buzz around the brand.