FRANCE. Martell Cognac is launching a new TV and print advertising campaign focussing on Chinese Asians, who make up 28% of global Cognac consumption.
The campaign will run in China, Hong Kong, Singapore, the US Asian communities and other major Asian markets in December/January 2003 to highlight its new brand positioning of ‘discerning enjoyment’.
Since acquiring the brand from Seagram, Pernod Ricard has undertaken a major study to refine Martell’s ‘brand essence’ and the way such attributes can be federated in a decentralised marketing strategy – to deal with the widely differing Cognac markets around the world.
The first results of the repositioning are shown in the campaign, which is aimed at recruiting new Cognac drinkers through targeted and relevant media; increasing awareness of Martell in a competitive environment and establishing the brand’s territory. The visuals focus strongly on the Martell Cordon Bleu flagship XO line, as the objective is to grow Martell’s share within the premium segment of the Cognac category.
The advertising claim “only a few can tell” refers to Martell as the Cognac of consumers who are discerning through their knowledge and are able to appreciate good things in a substantial way, as shown in real-life, modern situations.
The visual executions reflect Martell’s core brand values and should appeal to the target audience of discerning and demanding Cognac drinkers, who are mainly male consumers aged 35+.
The film, directed by David Tsui, features a true connoisseur of great taste and style. He represents the kind of self-made individuals who are knowledgeable, confident and successful in their choices in life.
The three print advertisements reflect the premium and distinctive nature of Martell Cordon Bleu by magnifying the bottle’s signature details such as the label, seal and ribbon.
Both the TV and print executions establish Martell, through Cordon Bleu as a quite different proposition to other Cognacs with the copy line: “Martell. The art of discernment” or “Martell. Only a few can tell”.
The advertising campaign is supported by other promotional activities and events to build awareness and recognition of the brand – such as the Martell Elite Club in China and a special gift box, to maximise the gifting opportunity around Chinese New Year.
At a recent travel retail press briefing in France, Martell international marketing director and former Pernod Ricard Japan executive Eric Benoist commented: “The scale and scope of the campaign in Asia is evidence of our investment and ambition for Martell Cognac.
“Post acquisition the strategy is to re-focus on gaining market share. We also want to give opportunities to explain and educate, and conduct tastings in travel retail. The more the brand goes into luxury – the more important travel retail becomes,” said Benoist.
“Exclusive concepts are a part of this strategy, but not a raft of confusing launch activity,” said Benoist, adding that point-of-sale and packaging for the whole Martell range is also under redevelopment.
Pernod Ricard World Trade marketing director James Clarke added: “This is an interesting time in the brand’s development. In the latter half of 2004 and 2005 we are planning more instore activity.
“Retailers are always telling us they are looking for interesting activities for passengers. And now more airport authorities are joining them.”
