The TVCs, supported by print executions, are airing on CNN and Discovery, with the target markets being mainly Greater China and Singapore.
Martell's previous tagline, 'I am Martell', has now changed to 'Only a few can tell', underlining the positioning that the product is for discerning upper income drinkers. Chivas' 'When you know' has been amended to 'This is the Chivas life' to better target a younger, aspiring market.
A Pernod Ricard spokesperson said: "The changes are aimed at giving the message more substance. By saying 'Only a few can tell', it is clear we are talking to a more discerning audience, because Martell drinkers can differentiate the great from the good."
The executions of the two campaigns reflect the different target audiences.
The Chivas ad featured friends fishing amid the backdrop of the Alaskan wilderness. "It's about living life to the fullest sharing special moments with others," the spokesperson said.
The Martell commercial showed a beautiful woman entering a bar. While all eyes were on her, the Martell drinker not only noted her antique watch but also could guess its age.
