It seems that music is still flavour of the month when it comes to cognac houses and marketing.
And whilst we’ve all become accustomed to brands having various rap and hip-hop artists as a figure head, it appears that Remy Martin have changed track and jumped onto the ultra-popular street dance bandwagon.
Centaur Dance Showdown
Initiated in Vietnam, all eyes (in the dance world) are fixed on the ‘Remy Martin Centaur Dance Showdown,’ – a competition describe by Remy Cointreau’s international regional marketing manager for South East Asia, Middle East and India, Laurent Soulat, as,
“a platform for gifted performers to showcase their passion, creativity, skill and talent to national and international audiences.”
This is a great marketing opportunity for Remy to target a related music orientated market, but with a slightly different angle. The urban and street dance movement is huge in Asia, as well as the rest of the world, and has become universally accepted by mainstream audiences on a global scale.
The Remy Martin products that are being showcased during the Centaur Dance Showdown are the Remy Martin VSOP Cognac, the Remy Martin VSOP Red Limited Edition Cognac, Rémy Martin Club (a VS cognac) and the Remy Martin XO Cognac.
The event is open to groups with five dancers. Heats will be held in Vietnam, Thailand, the Philippines, India and Malaysia, with the finalists taking part in a ‘dance off’ for the title of ‘Asia’s Best Dance Crew,’ to be held in Singapore early next year.
Sources: www.nst.com.my, www.centaurdance.com