Remy Martin makes a play for China's young drinkers

The 'Heart of Cognac' campaign, developed by BatesAsia Shanghai, sees Remy step up its brand battle against chief rivals Johnnie Walker and Chivas VSOP. It aims to reinvent Remy's image and position cognac as more than just "an old man's drink".

"Cognac has always been marketed to the very discerning person, a more sophisticated customer and generally a more mature market," said Daniel Wee, GM, BatesAsia Shanghai. "However, this campaign is different as it really positions the brand in a simple way — a brand this generation can just go out and have fun with." The push includes TV, print and outdoor. MEC handled media.