Martell Cognac Goes Bold and Badass in Search of a New Audience

    The campaign is a call to a younger more independent Chinese audience.

    By Asia Ad Junkie - Jan 18, 2021
    Martell Cognac Goes Bold and Badass in Search of a New Audience

    French Cognac brand Martell Noblige has launched an integrated multi-channel campaign to reintroduce the brand in China in an attempt to enhance its appeal to a younger legal drinking age audience.

    Developed by BBH China, the campaign uses the tagline “Be a Standout Swift” and reinterprets Martell’s logo featuring a swift (a bird from Cognac). The campaign is all about risk and overcoming challenges. It’s targeting a young, hip audience, not afraid to face adversity and stand up for what they believe in.

    Now adapted globally, the tagline and the creative idea re-evaluates the traditional Chinese belief 枪打出头鸟 or “The bird that stands out gets shot down.” Essentally, don’t think different.

    The campaign is led by three films, shot by director and photographer Wing Shya and features singer, actor, and philanthropist Chen Kun; fashion designer Angel Chen; and E-Gamer Li Xiao Feng aka SKY – each a celebrity and influencer in their own sphere.

    There’s some fun futuristic camera work, a number of beautiful drone shots and a new world of Chinese individualism. We can assure you everyone is very hip. And if we were as hip or sophisticated enough we would drink cognac with them.

    “As a brand steeped in tradition but with receptivity to modern values, we are looking to engage the next generation of Chinese consumers by encouraging them to be audacious and chart their own destiny,” said Louis Cheng, Brand Director of Martell (Pernod Ricard China).

    “Our new campaign captures the aspiration of Chinese young adults so effectively exemplified by Chen Kun, Angel Chen, and SKY and encourages them to believe that anything is possible and to chase their aspirations.”

    “The swift has adorned Martell’s products for centuries and is inextricably linked to the brand,” said Kelly Pon, Chief Creative Officer, BBH China.

    “We wanted to build on this legacy and develop a new tagline that connects the symbol of swift to our target audience’s desire to play by their own rules and actively push the culture forward.”

    Launched in the last week of December in China, the four-month-long campaign will be expanded to other markets including Malaysia, Singapore, and Hong Kong in January. The large-scale campaign will be amplified across a wide range of channels including social, digital, outdoor, in-store, and press.


    Agency: BBH China
    Managing Partner & Executive Chairman, Publicis Groupe China:
    Arto Hampartsoumian
    Chief Creative Officer: Kelly Pon
    Executive Creative Director: Yinbo Ma
    Associate Creative Director: Louis Li
    Copywriter: CK Shan, Vincent Xing
    Business Director: Joanne Liu
    Associate Account Director: Emelyn Tan
    Strategy Director: Tobias Wacker
    TV Executive Producer: Weisian Lee
    Print Producer: Ken Wang
    Studio: Jiayi Yu
    Production company: Smooth Production

    Client credits
    Brand: Pernod Ricard China and Martell Mumm Perrier-Jouet

    Client: Pernod Ricard China
    VP, Marketing: Yann Soenen
    Brand Director: Louis Cheng
    Associate Brand Director: Tiger Wang
    Senior Brand Manager: Selin Yin
    Brand Manager: Dita Ouyang
    Assistant Brand Manager: Keira Dong

    Client: Martell Mumm Perrier-Jouët
    Marketing Director: Richard Black
    Style Director: Axelle De Buffévent
    Global Creative Content Director: Aurélie Torre
    Global Creative Content Senior Brand Manager: Elaïs De Bastard, Shirley Mabiletja
    Global Creative Content Marketing Manager: Kerry Fazal
    Head of Visual Design: Sophie Delannoy

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