Magazine article Marketing

Martell Catapults across the World

Magazine article Marketing

Martell Catapults across the World

Article excerpt

Martell catapults across world

Multinational drinks giant Seagram has unveiled its first global ad campaign for Martell as it battles to propel the brand past Guinness' Hennessy as the biggest selling cognac in the world.

But, Seagram concedes, some of the executions -- one is entitled The Art of French Kissing, another The Art of Fire Starting -- are too close to allying drink with sex to conform to relatively strict UK alcohol advertising rules.

Seagram's worldwide ad agency DDB Needham, appointed to the task in December 1988, has attempted to restore to Martell's creative work the strong branding which senior Seagram executives felt has been absent from past campaigns. Its New York office has produced over 20 separate executions, backed by redesigned packaging across the range and based around the theme L'Art de Martell.

Each country will adapt a selection of the ads to its local market.

Ironically only a small number of the ads will actually reach the UK, where Martell has a leading 38% of the 389m [pounds] brandy market. …

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