Alcohol Brands Compete For Serena Williams In The Super Bowl

Rémy Martin, a 300-year-old French cognac brand, is pursuing cultural relevancy throughout a sport that has traditionally strengthened America’s fixation with mass-produced beer. It is among the a number of manufacturers which are benefiting from the end of AbInBev’s 34-year exclusivity run, which barred rivals from promoting within the sport on a nationwide stage. 

Rémy Martin informed Adweek that Serena Williams, who’s starring in another ad for AbInBev’s Michelob Ultra, has each a “dedication to excellence” and a “pure love of French tradition” that made her the best match for the spot. The 60-second spot, which can run on the very finish of the second industrial break within the first quarter, works to match the function of Williams’ household in her success to the model’s collaborative tradition. Dubbed “Inch by Inch,” the marketing campaign will hone in on the model’s historical past and generational information, in response to Nicolas Beckers, CEO of the Americas for mum or dad firm Rémy Cointreau. 

“Behind Rémy Martin’s excellence, there’s a mixture of custom and innovation,” stated Beckers. “From the salon grasp to the distiller to the winemaker, there’s a mixture of many skills.” 

Pairing cognac and quarterbacks

Two years in the past, Rémy Cointreau purchased a 30-second advert for its Cointreau liqueur in 15 U.S. markets. In 2022, it expanded to 17 markets for its 30-second advert that includes The Botanist gin model. In keeping with Beckers, utilizing a world-renowned athlete in a nationwide Tremendous Bowl spot is an try for the cognac model to attach with customers in a brand new method. Whereas the model has targeted on crafting a message round connection by celebration—it launched a spot earlier this month honoring the family spirit of the Lunar New Year. It has but to ascertain a powerful presence on the planet of sports activities. 

“Moments of celebration are crucial for our model, and we’re encouraging customers to find new events for consumption,” stated Beckers.

For the most recent Tremendous Bowl 57 promoting information—who’s in, who’s out, teasers, full advertisements and extra—try Adweek’s Super Bowl 2023 Ad Tracker and the remainder of our stories here. And be part of us on the night of Feb. 12 for the very best in-game protection of the commercials.