Establish Remy Martin V.S. Grand Cru as a “mixable” cocktail as well as a stand alone drink.Influence entry level cognac consumers to try it at home or out on the town.

Through negotiating free production from the magazines we were able to maximize the investment. One full page ad became a whole campaign. The efficiencies derived from the editorial combined with the paid pages provided strong ownership levels and frequency.

With the selected magazine publishers, we created specific mixer idea sections within each publication. Our full-page brand ad was followed by two half-page ads, in the editorial style that appeals to the publications’ readership. These personalized sections suggested mixer ideas for our target audience. The reader took away that is their trusted publication endorses the Remy Martin as a “mixable“.

The sections were created by the magazines and therefore personalized to suit the relevant section and relevant target readers. The entire effect was to harmonize the advertising with the look and feel of the publication thereby enhancing reader receptivity.

We persuaded the publishers of relevant Canadian magazines to create cocktail recipe sections that addressed the interests of their readership bases. The ads were created specifically to complement each publications editorial look and feel. The ads were not categorized as advertorials. This enhanced the reader’s receptivity to the message.

The selected, highly targeted publications are lifestyle mentors to the target. This added credibility and endorsement to our message. The publications saw this initiative as an editorial coup with their readership base.

Celine Delorme, Maxxium Canada