Martell ads focus on provenance

14 November, 2008

Pernod Ricard is getting behind Martell with a print advertising drive that trades

on the Cognac brand's French heritage.

Ads will appear in national newspaper supplements and high-end glossy magazines, including GQ,

the Spectator and National Geographic.

The campaign is aimed principally at men aged 35-plus who are existing Cognac drinkers.

Head of marketing Chris Seale said: "Our new advertising campaign gives Martell the opportunity to showcase the blend of old and new, which is at the heart of the brand

in an appealing and engaging way."

Pernod has also announced the launch of Beefeater 24 - a super-premium extension to its Beefeater gin brand. Available in luxury retailers such as Harrods and Harvey Nichols, it is made from 12 botanicals including

sencha tea and was created by gin master distiller Desmond Payne.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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