Lowe China clinks with Rémy Martin as creative AOR in China

The win comes after Lowe China successfully launched Remy Martin’s new product Centaure in 2011. The agency will be working closely with Rémy Martin teams in China and the global team in Paris, as well as media agency MediaCom.

Kitty Lun, chairman/CEO of Lowe China said that the Lowe team is very happy to be involved with the whole Remy Martin range, including Remy Martin VSOP, Club, XO and Diamant in this high-growth market.

According to the International Wine & Spirit Research (IWSR), China has become the second-largest brandy market in the world by capturing 26 per cent of market share, and consumer spending will surge by 47 percent from 2011 to 2015.

Without disclosing the size of the account, Lun said Rémy Martin’s adspend is predominantly on TV, supported by point-of-sale and digital.

Brandy is perceived to have an 'ageing image', popular among mature men with cigars. To avoid similarity with competitors like Martell and Hennessy in the extremely competitive market segment, Lun said that Rémy Martin is making a big push to appeal to the younger generation of Chinese drinkers, among whom mixing cognac with ice or mineral water has become a cool drink while clubbing. Cognac is also a popular gift item during festival seasons.

Last year, Lowe China's launch campaign for Remy Martin Centaure, tailor-made for the Chinese market and targetting new-generation business leaders, featured outspoken Hong Kong actor Anthony Wong （黄秋生）as its brand ambassador. The actor's frank and no-nonsense personality resonated with the ‘sincere’ brand image of Centaure.

Commenting on the appointment, Mabel Wong, marketing director of Rémy Martin said, “I give credit to both the creative thinking and strategic thinking of the Lowe team. I think they are spot on in understanding China’s spirits industry and Rémy Martin as a brand.”