French drinks group Pernod Ricard is launching a new print ad campaign for its Cognac brand Martell.

The ads, called "Rise above", will run from September to December 2003 in order to help the continuing repositioning of the brand.

The campaign features three successful African Americans who call for individuals to 'rise above' life's challenges, said Pernod in a release.

The company hopes the new ads will appeal to its key target audience of 21-35 year old male Cognac drinkers.

The ads will run in consumer magazines and regional newspapers and be supported by promotional activity and events.

"The new campaign, exclusive to the US, embraces Pernod Ricard's philosophy to manage global brands at a local level (to ensure marketing activity is relevant to its audience). The campaign is aimed at recruiting new Cognac drinkers through effective and relevant media, increasing awareness of Martell in a competitive environment and establishing brand territory," said Pernod.

International marketing director for Martell, Eric Benoist, said: "We are very proud of this impactful campaign and believe it will appeal to existing Martell consumers as well as inspire new ones. Martell has always adopted its own original approach and 'Rise Above' demonstrates Martell's individual character and will appeal to our US target audience. It provides us with an excellent platform to educate people about the quality of Martell cognac and what sets Martell apart."