Although the Cognac liquor community is split on their feelings of T.I.’s partnership with Remy Martin, traditionalists might be surprised at the amount of power the Cognac company has handed over to him with the official role of Global Creative Consultant. That’s right…not only will T.I. be an official endorser of the Cognac but he will have input in the majority of Remy Martin’s lifestyle marketing campaigns including promotions, merchandising and digital media.
According to the press release, as part of the partnership deal Rémy Martin will help T.I expand his K.I.N.G. Foundation by providing funds to the non-profit, which helps low income families through a variety of community-oriented programs. The next major project for T.I. and Rémy Martin will be to market and promote a new signature blend of the premium brand Rémy Martin V.S.O.P., which the rapper developed on a trip to the company’s headquarters.“I’ve been a fan of Rémy Martin for many years so I’m honored to be working with them as creative consultant. And now after my trip to Cognac, I admire the brand’s genius even more. I’m excited about all the possibilities of this partnership,” stated T.I. in the official press release.
“T.I. is a powerful voice in the entertainment world as a recording artist, actor and producer. And Rémy Martin recognizes the similarities between the art of producing fine cognacs and blending music and words to create hit songs,” said Lamar Johnson, Director of Marketing and Branded Entertainment, Rémy Cointreau USA, Inc. “We are very pleased to partner with T.I. to build upon our successful ‘Things are Getting Interesting’ marketing campaign.”