The ad campaigns encompasses TVC, print OOH and digital viral video, as well as electronic PR. It was launched today after the trade launch of the product earlier this month.
The 60 second main TVC features Hong Kong film celebrity Anthony Huang Qiusheng, who is well-known for his frank and outspoken personality, Huang has also done a travelogue programme in the Cognac region with Remy Martin chief winemarker Pierette Trichet in France, this will be aired on Travel Satellite TV channel in China this summer.
Lowe China won the Remy Martin creative account in the first quarter of this year, and immediately worked on this campaign.
Kitty Lun, CEO and chairman of Lowe China, said the strategy came about after extensive research that ‘cognac drinking in China is for business entertainment'. "People often wear a ‘fake mask’, but business acquaintances can in fact turn into genuine friendship, sharing wine with friends, and bring out ‘true emotions’," she said.
Hence the creative concept of the new campaign rides on being ‘sincere’ and ‘truthful’. Huang Qiusheng was chosen because his outspoken and ‘no-nonsense’ personality fits the brand’s character of Centaure – 'sincerity without accessories'.
Lun added that drinking expensive Cognac is part of the older generation of businessmen's ritual of showing off their ‘social status’. But the new Cognac is targeting to those up-and-coming generation of business people, who are looking for ‘smoother cognac’ in their social drinking at clubs or karaoke.