The television-led integrated campaign positions Martell XO as the cognac of choice for successful people who have the boldness to turn inspiration in action.
TBWA\Shanghai, which shot the TVC in Italy and the US, built Martell's unique arch-shaped bottle into the story to better differentiate the brand from its rival. In the spot, the entrepreneur is the toast of a lavish party after drawing inspiration from Martell's bottle to design an arch-shaped bridge.
TBWA\Shanghai, which shot the TVC in Italy and the US, built Martell's unique arch-shaped bottle into the story to better differentiate the brand from its rival. In the spot, the entrepreneur is the toast of a lavish party after drawing inspiration from Martell's bottle to design an arch-shaped bridge.
"In cognac, the bottle is very important," the agency's managing director Gavin Heron said. "It is the visual manifestation of the 'face' and status of the brand. As cognac is about gifting and delivering face and status, it's pretty fundamental."
The TVC is supported by print, which the brand plans to extend beyond China to run across the region, said Heron.
Tequila\China handled below-the-line(BTL) activities based on the same strategic idea that successful people are the ones who have shaped their world, Heron said.
Tequila\ China GM David Hunt added:"BTL is currently restricted to visibility activities for brand-building in both the off- and on-premise channels, designed to build the luxury brand perception among our target audience." He said activities would be expanded in Q4 to generate PR, trial and recruit new consumers.