Remy Martin
Partnering art and luxury to drive sales
We appealed to China's affluent consumers by associating a cognac brand with contemporary art.
The challenge
Build loyalty among new Chinese luxury consumers
China is now the second largest luxury goods consumer in Asia. Its elite consumers are evolving and no longer feel the need to show their wealth through ostentation and excess. Instead, they look to culture and the arts to express their sophistication, success and pride in being Chinese.
Remy Martin's Louis XIII cognac had lost ground to aggressive competitors selling on price. The brand needed to differentiate itself and appeal to a younger affluent segment.
For Louis XIII to reclaim its crown, it needed to build long-term loyalty by reinforcing its brand equity among the new Chinese luxury consumers. It also needed to build sustainable brand understanding among elite audiences who want to distinguish themselves from the nouveau riche.
Our insight
Develop an association with contemporary art
China's new luxury consumers are educated opinion leaders who are comfortable with their affluence. They seek knowledge, and value qualities such as originality, inspiration and creativity.
They appreciate Chinese contemporary art, an interest that has accelerated as the genre has gained international recognition in recent years. In this world, consumers respect values such as passion, inspiration, exclusivity, craftsmanship and virtuosity - all of which are among the 13 brand values of Louis XIII cognac. In many ways, the brand could be viewed as a timeless work of art that connoisseurs aspire to collect and appreciate. The common ground between fine art and a fine cognac brand gave us a powerful communication solution.
Our solution
Create and showcase a luxury work of art
We created an exquisite book that engaged consumers with a brand story that was rooted in their appreciation of Chinese culture.
Intérieur en Lumière featured contributions from 13 contemporary Chinese artists, who gave their work free of charge as the pieces would later be auctioned for charity. Each contributor created a new artwork reflecting their own interpretation of one of the 13 Louis XIII brand values.
The book was unveiled at an exclusive gala launch event, attended by an elite group of invited guests. These opinion leaders were enthusiastic in their praise, which generated valuable press coverage, strong word of mouth and outstanding PR value.
To raise broader awareness, 350,000 mini versions of the book were printed and distributed in China's top lifestyle and business magazines.
The manuscript itself was exhibited in a top contemporary art gallery and copies of the book were displayed in exclusive private clubs.
The results
- 17% sales increase
- Market share up 16%
- Brand awareness at all-time high of 87%
