Rémy Cointreau: Demonstrating F&B product excellence and market commitment at the inaugural China International Consumer Products Expo (CICPE)

Rémy Cointreau
Challenges

Showing case support towards Hainan’s Free Trade Port Development

From 7-10 May 2021, Rémy Cointreau showcased all of its iconic brands at the inaugural China International Consumer Products Expo. The company exhibited brands including the legendary LOUIS XIII, Rémy Martin Cognac Fine Champagne, Cointreau Liqueur, Bruichladdich Single Malt Whisky, The Botanist Islay Dry Gin, etc. This participation not only reflected Rémy Cointreau’s support for the establishment of the Hainan Free Trade Port, which offers new consumer opportunities, it also conveyed its consistent focus on the Chinese market and commitment to long-term development. These goals were pursued while adhering to a high-end, client centric and consumer-oriented digitalization strategy to bring more high-quality products and services to Chinese consumers. The key challenge was to ensure that stories were told with confidence and prevision for the group to build presence in Hainan Free Trade Port in the long run.

Approach

Strategy Created a circle of engagement online and offline by developing comprehensive brand stories to tease, launch and sustain the target audience through media relations, thought leadership, public affairs and influencer marketing.

Thought Leadership Secured in-depth high quality interviews throughout the campaign with the Greater China brand CEO.

Engage Invited top tier state-owned media and publications across industries to the booth for a hands on experience and taste of the products, ensuring to build and maintain strong relationships on behalf of the brand.

Influence Worked with high-brow social media influencers to build advocacy among different layers of stakeholders by sharing pictures and videos online.

Outcomes
+50
media and KOLs participated in booth activities
+10
high quality interviews conducted with state owned media
+30 million
impressions made across channels
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