Cannes Lions

A TASTE OF PASSION

FRED & FARID NEW YORK, New York / REMY MARTIN / 2023

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Overview

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Overview

Background

Taste is core to the cognac category. It defines the liquid, is revered and celebrated by connoisseurs, and is the mark of excellence and quality. Yet taste is a convention for cognac marketing, with few brands able to effectively communicate or differentiate the notes and effects that make cognac so unique. In a sea of sameness, Rémy Martin wanted to celebrate its commitment to excellence and the distinctive flavor profile of its product, yet wanted to avoid the tropes and stereotypes that muddled the category. The launch of brand partner Usher’s Las Vegas Residency and the 25th anniversary of his debut album was a tentpole moment for the brand, but we needed a breakthrough idea that demonstrated the brand’s commitment to excellence while differentiating from category tropes and expectations.

Idea

As AI technology was gaining mainstream traction as a way of turning words into images, we saw an opportunity to illustrate something different and showcase our product–its signature features and design–in a new way.

In other words, to make the invisible, visible and the intangible a reality.

Leveraging AI technology and descriptions of Rémy Martin 1738 from musician and brand spokesman Usher, we designed a Limited Edition that illustrates the taste of Rémy’s iconic product. Using Generative Adversarial Neural Networks and Contrastive Language–Image Pre-Training–tools that translate words into images–we turned Usher’s words into a first of its kind design that put taste front and center on the product and packaging.

The new look bottle was promoted with a video clip, outdoor and social presence during usher residency in Las Vegas.

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