The latest brand to join the quest to recruit new Coganc drinkers is Remy Cointreau's Remy Martin. The company revealed its new campaign to analysts and journalists at its headquarters in Cognac this week, with the aim of turning the consumer view of "I respect Remy Martin, they have a great product" to "I love Remy Martin, it's the brand for me." Like many other recent launches, the company hopes to go beyond getting consumers to simply buy a product – they want them to experience the brand.
Impressive management
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