Rémy Martin wanted to celebrate its liquid and capitalize on this moment to educate media and consumers on Cognac in a unique and engaging way.
The 5th Column identified “National Cognac Day” as a celebration that no one Cognac brand has taken ownership of.
Alongside a traditional media relations campaign, The 5th Column strategy and planning team developed the concept further to create buzz and excitement amongst consumers, media and influencers with a play on the classic “Sidecar” cocktail.
Our team sourced actual sidecar vehicles that were wrapped in Rémy Martin branding along with a #NationalCognacDay custom flag. The sidecars drove all around New York City in the lead up to National Cognac day to bring attention to the brand.
Additionally, media and influencers were offered rides in the sidecar in exchange for social media posts.
The celebrations concluded with a party at New York hotspot, Vandal, as well as a surprise live musical performance by up and coming neo-soul duo, “Lion Babe”.
In addition to strong press coverage and social media, the Rémy Martin sales team was able to replicate this event and concept nationally at a local level and leverage for sales purposes at key accounts.