Rémy Martin, the centuries old iconic Cognac House, made its first-ever debut at Super Bowl LVII, teaming up with Serena Williams, global tennis superstar, cultural icon, philanthropist, and champion for women everywhere.
“Rémy Martin has an incredibly rich history, and we are constantly striving to reach new audiences every day through new mediums and channels, like the Super Bowl” says Nicolas Beckers, President & CEO of Rémy Cointreau, Americas. “For Rémy Martin to be present at Super Bowl LVII for the first time is a major step in our continued quest for excellence as a Cognac House. This campaign is an extension of our investment as a company, with Super Bowl LVII marking Rémy Cointreau’s third straight year participating, and we are excited to share our message of teamwork, inspiration, and passion with fans of the sport nationwide.”
After the spot launched on Super Bowl Sunday, outcomes-based measurement firm EDO (Entertainment Data Oracle) scored each ad based on online engagement following its airing, with Rémy Martin’s advertisement performing extremely well. Rémy Martin’s ad ranked #25 out of 124 ads in the game and outperformed the median Super Bowl ad by 2.7x. Of all spirits and beer advertisers during the big game, Rémy Martin was the third most searched brand immediately following the spots airing, with Serena ranking amongst the top 15 celebrities in terms of impact for “Inch by Inch,” which is nine spots higher than her other advertisement.
Rémy Martin found the perfect partner in Williams to mark their Super Bowl debut. Taking inspiration from the iconic football film from Warner Bros. Pictures, Any Given Sunday, in which the famous “Inch by Inch” speech was recited by fictional coach Tony D’Amato.
Rémy Martin’s first Super Bowl advertisement celebrates teamwork in many forms by highlighting how individuals work as part of a collective team and strive for true excellence together. To convey that, the ad paid homage to the iconic speech that changed the game in football and reimagines it with a powerhouse talent like Serena Williams so it can be applicable to many different types of teams and daily life. This speaks to Rémy Martin’s overarching “Team Up for Excellence” mission, which they’ve championed in their core values and highlighted with musical artist Usher for years, even creating a short film called “Team up for Excellence – The Film” starring Usher.