Will Castro and Unique Autosports Get into the Spirit with Paul Masson Brandy
MIAMI--Will Castro, star of the hit Speed Channel series, Unique Whips, has been tapped to represent Paul Masson Brandy, in a wide ranging endorsement deal that will extend across all media. Castro will serve as Paul Masson’s primary brand spokesperson, and will be deeply involved in an upcoming promotion for the iconic spirit. In one of the first high profile executions of the national campaign, Paul Masson and Castro will be giving away a brand new 2009 Jeep Wrangler, customized by his famous shop, Unique Autosports.
In just a few short years, Castro has become a potent force for marketers looking to connect with his vast multi-cultural following. Brands such as Motorola, GM, JL Audio, Toyota, Pirelli, 3M, Jeep-Dodge, Monster and others, have all forged successful relationships with Castro, a person whom many regard as one of the single most influential tastemakers within the auto industry.
For Paul Masson Brandy, the endorsement represented a unique opportunity to formalize the relationship with Castro, and fully leverage some of that influence. Paul Masson initially became acquainted with Castro after approaching him for a wildly successful promotional campaign it ran early last year. “We’re very excited to be working with Will again. He’s an amazing marketer in his own right, and so we didn’t want to pass up the opportunity to build upon our relationship,” said Lisa Smith, brand manager for Paul Masson.
Castro adds, “What really impressed me about Paul Masson Brandy, is the level of consistency the brand and the product has achieved throughout its history. Greatness takes time, and they’ve been doing the same thing, turning out great Spirits, for over 100 years.”
Kenneth Brooks, managing partner at CAE Group, negotiated the endorsement with Paul Masson. Mr. Brooks and Castro have collaborated on several deals in the past and are set to announce new brand partnerships, in the coming weeks.
Paul Masson and Castro will co-promote via web, print, TV and a host of live events, including the Super bowl, NBA All-Stars, New York Auto Show and the BET Awards. The company also expects to use Castro on point-of-purchase materials in retail outlets. Terms of the wide-ranging deal were not disclosed.
About Paul Masson
Paul Masson Grande Amber Brandy is blended and bottled by Paul Masson Distillery in Bardstown, KY, and is distributed by Centerra Wine Company, headquartered in Canandaigua, NY. With over 100 years of brandy-making tradition and craftsmanship, Paul Masson is one of the largest spirit brands in the U.S. Aged longer to provide a smoother taste profile, Paul Masson offers two incredibly smooth and satisfying blends: VS (Very Special) is aged in oak a minimum of three years, and VSOP (Very Superior Old Pale) is a 5-year aged brandy blended with French Cognac.
About Will Castro/ Unique Autosports
Will Castro is the star of the hit Speed Channel series, Unique Whips, and owner of world-renowned celebrity customization shop, Unique Autosports. Castro’s A-list clientele includes entertainers Diddy, 50 Cent, Pamela Anderson, and Eminem; and sports stars Lebron James, Jeff Gordon, Santana Moss, Tony Stewart, Lavar Arrington, Jermaine O’Neal, and Yao Ming. In late 2008, Castro expanded into Miami, Florida, with the launch of Unique South, where he will continue taping his series, now under his own production company, Facio Productions.
About CAE Group
Creative Artist Enterprises Group (CAE) is a branded entertainment firm specializing in arranging licensing, endorsement and sponsorship deals for corporate and celebrity clients. CAE has helped some of America’s most notable brands, including Pepsi, McDonald’s, Sony, Pennzoil-Quaker State, JL Audio, Sirius Radio, Ford and others establish mutually beneficial relationships with stars from television, film and music.
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