Maxxium UK launches festive campaign for Rémy Martin

Friday, 21 November 2008

With over 50% of Rémy Martin's VSOP total annual sales expected in the last few weeks before Christmas, Maxxium UK is launching a festive campaign for the luxury Fine Champagne cognac brand, to ensure VSOP remains at the heart of Christmas in 2008.

Commencing late November, the targeted Christmas campaign will reach 22 million consumers and sees the brand make an exclusive UK radio advertising debut on national station, Classic FM.

The radio campaign celebrates the unique craftsmanship and superior quality of Rémy Martin's VSOP, further cementing its solid position as the UK's No1 VSOP.

The radio campaign will be supported with print advertising to further drive consumer demand over Christmas.

A high impact outdoor poster campaign will target major retail stores acting as a final prompt to 17 million consumers entering stores this winter.

Premium gift cartons will also be introduced to the off trade for those festive shoppers looking for a quality Christmas gift solution.

A personalised direct mail campaign will also form part of the brand's festive initiative to drive off trade VSOP sales.

A dinner party themed invitation will provide food for thought for over 40,000 Rémy Martin loyalists currently on the brand's database promoting exciting new ways for consumers to enjoy Rémy Martin VSOP this Christmas.

Maxxium UK's Brand Manager for Rémy Martin, Linda Sooprayen, comments: "Cognac holds tremendous profit potential over Christmas time - particularly VSOP. 11% of total VSOP cognac sales took place in the shopping week before Christmas in 2007 alone. Our Christmas VSOP investment will help accelerate the spirit's current momentum, ensuring it is front of mind for consumers.

"We are particularly excited about our media partnership with Classic FM as the station is a fantastic fit for Rémy Martin and current VSOP devotees. The evocative radio campaign will provide us with a new and exciting way to inspire our existing loyal fan base, whilst at the same time attract the attention of current non cognac consumers."

Source: Maxxium UK

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