Spokesman in the hood: Landy partners with Rapper Snoop Dogg
W.J. Deutsch Sprits LLC announced yesterday that Landy Cognac launches a marketing campaign with famous Hip Hop star Snoop Dogg. Snoop has been representing the Cognac in the past, but apparently now the partnership will be taken to the next level. See the video where Snoop promotes Landy Desir in a cooking show, please see at bottom of the page.
Landy Cognac recently got 96 points from the Beverage Testing Institute for its XO, a “Double Gold Medal” for its VSOP at the 2009 San Francisco World Spirits Competition. For all San Fran Spirits results, see here.
Landy Cognacs start at $23 and go up to $400.
WJD manager Stephen Lewin commented on the partnership:
“The partnership between LANDY and Snoop Dogg creates the perfect platform to launch LANDY’S affordable luxury product. Snoop Dogg epitomizes confidence, innovation and is known to be the life of the party, making him the ideal choice to partner with LANDY Cognac – a brand that mirrors these characteristics.
Snoop leads the hip, fashionable and smooth lifestyle that LANDY Cognac represents, and is sure to resonate with the strong urban following that LANDY is rapidly growing.”
The rapper is known all over the world. He already represented the Landy brand in the past, but now, as Ludacris, T.I. and company agressively try to get chunks of the US market – Landy has to make a move, too.
What will Snoop do to push the brand?
The rapper will appear at Landy events, promotions and after parties. Basically it will be comparable to conjure cognac »”>Conjure Cognac communication activities of Birkedal Hartmann/ Braastad Tiffon. Landy Cognac is a brand of Cognac Ferrand, based in Charente, France.
The US marketing managers have a target group in mind that is between 21 and 34 years, it’s highly urban and probably very close to HipHop and R&B music.
As Snoop “Dogg” often stresses the ‘dog’ in the man, and the Landy brand consists of an element showing a Greyhound – the partnership seems to make sense.
So Ludacris, Busta Rhymes, P. Diddy, T.I. and Snoop Dogg are now or were in the Cognac business. The question is: Where is Dr. Dre’s Cognac? There was an announcement about his Aftermath Cognac, months ago.. Drinks Americas wanted to introduce it to the US market.. but what happened to this plan?
Let’s have a look at Landy’s product line
(Tasting notes and review on Cognac from Landy Press release)
- LANDY Cognac VS: the youngest, soft on the palate. It has golden, floral andorange aromas. Retail price for the 750ml bottle is $23
- LANDY Cognac VSOP: Balanced. Amber, color, soft vanilla and candied fruit flavor.
Retail price for the 750ml bottle is $30
- LANDY Cognac XO: Hints of sandalwood, tobacco, leather and plum.
Retail price for 750ml: $120
- LANDY DESIR: Extra smooth, rich and complex from sweet vanilla to dark fruits.
Retail price: $80
- LANDY DECANTER: Blend of Cognac of Grand Champagne’s chalky soil. It’s a collection that consists of 24 different pieces: hand blown and crafted. Special Extra: The Chinese New Year Collection, designed by artist John Wilson.
Retail price: $400