Martell has announced that it is to launch a new advertising campaign in Asia. The Cognac-maker will run the TV and print advertising push in December and January, targeting China, Hong Kong, Singapore and other major Asian markets.
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The campaign is aimed at recruiting new Cognac drinkers; increasing awareness of Martell Cognac and establishing the brand’s territory. The main objective is to grow Martell’s share within the premium segment of the Cognac category, the comany said in a statement.
The advertising revolves around the tag-line “only a few can tell” and is aimed at its target audience of Cognac drinkers who are mainly male consumers aged 35+. The three print advertisements magnify the bottle’s signature details (label, seal and ribbon).
The advertising campaign is supported by a host of promotional activities and events to build awareness and recognition of the brand, including the Martell Elite Club in China and a special gift box, to maximise the gifting opportunity around Chinese New Year.
The promotional push was developed by TBWA G1, Singapore.
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