Rémy Martin is spotlighting the relationship between tradition and modernity across generations of friends and families with its Family Spirit campaign for the Lunar New Year. The campaign for the 2022 Chinese New Year and the Year of the Tiger focuses on the timeless nature of the brand and it was made possible with three cultural creators: fashion influencer Jessica Wang, Michelin starred chef Brandon Jew and photographer and stylist Christina Paik.
Scenes from the campaign bring attention to heritage and moments of togetherness. Captured by Michelle Watt, the images of the campaign are surreal, whimsical and perfect for telling visual stories.
For the Year of the Tiger, Rémy Martin released a limited-edition XO bottle that's adorned with gold foil and decorative packaging with red and gold details for luck and prosperity.
Familial Spirits Campaigns
Rémy Martin's Family Spirit Celebrates the Lunar New Year
Trend Themes
1. Generational Marketing - Rémy Martin's Family Spirit campaign highlights the relationship between tradition and modernity across generations of friends and families, presenting a disruptive innovation opportunity for brands to target multigenerational groups.
2. Limited Edition Releases - Rémy Martin's limited-edition XO bottle with gold foil and decorative packaging for the Lunar New Year presents a disruptive innovation opportunity for brands to increase sales by tapping into the power of holidays and cultural events.
3. Cultural Collaborations - Rémy Martin's collaboration with cultural creators Jessica Wang, Brandon Jew, and Christina Paik for the Family Spirit campaign presents a disruptive innovation opportunity for brands to leverage the influence of trendsetters for effective marketing strategies.
Industry Implications
1. Alcohol - Rémy Martin's Family Spirit campaign and XO bottle release for the Lunar New Year represents a disruptive innovation opportunity for alcohol companies to tap into the power of cultural celebrations and offer limited-edition releases to increase sales.
2. Fashion - Rémy Martin's collaboration with fashion influencer Jessica Wang for the Family Spirit campaign presents a disruptive innovation opportunity for fashion brands to collaborate with popular influencers to increase brand awareness and connect with their target audience.
3. Food - Rémy Martin's collaboration with Michelin starred chef Brandon Jew for the Family Spirit campaign presents a disruptive innovation opportunity for food brands to collaborate with renowned chefs to create unique products and market them to their target audience.