Martell gets modern makeover from Pernod

Pernod Ricard wants to "modernise" its French cognac brand Martell with the aide of a UK-wide ad campaign.

The Martell "Distinctly Modern" print campaign adopts modern imagery to promote the brand's "progressive, modern values", whilst still embracing the cognac's history, says Pernod Ricard.

The campaign, which will run throughout the key Christmas period, will see print advertising in national newspaper supplements and glossy magazines such as GQ, Spectator and National Geographic.

The advertising directly targets Martell's consumer audience of 35+ men and existing cognac drinkers, and plays to the brand's French heritage through humorous and abstract imagery.

Chris Seale, head of marketing at Pernod Ricard UK, comments: "Martell is a truly stylish brand with a rich and long heritage. 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."

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