Martell
In Asia, Maison Martell revealed its most audacious campaign to date - uniting movie legends Tony Leung and Eddie Peng on screen for the first time in two films celebrating the icons of the Martell range: Martell Cordon Bleu and Martell XXO.
The campaign plays with conventions of the action genre, with a swift - Maison Martell’s icon - soaring across both films to symbolise the brand’s spirit of audacity.
In the first film, Tony and Eddie race across Parisian rooftops before raising a toast to continuously “soaring beyond the expected” - the Martell tagline - with a glass of Martell Cordon Bleu. The second follows the pair as they navigate the slopes on snowboards, proving that those who inspire you also empower you to reach greater heights. Tony and Eddie share a glass of Martell XXO to celebrate, demonstrating that the ultimate form of success is reached collectively.
The Martell XXO campaign launched in December 2023, followed by Martell Cordon Bleu in mid-January 2024, with the aim of boosting sales around the crucial run up to Chinese New Year. The results recorded great success with consumers in China with over 460 million impressions on hero social media channels, +84% reach achieved through 13 video platforms and 36 out-of-home ad spots, including some of the most iconic locations in China.
This is the first time that superstars Tony Leung and Eddie Peng, friends in real life, appear together on screen, and it is the first time in Martell’s history that we have built a campaign integrating two of our products. The film tells a story of surpassing oneself and collective success from the iconic Cordon Bleu, created over 100 years ago, to Martell XXO, one of the latest creations by Christophe Valtaud, our cellar master.”
Absolut
Specifically formulated and designed to match the high energy of nightlife occasions, Absolut Nights launched into the shots market in 2023.
The range complements our iconic flavours portfolio and comprises three products created with urban-inspired flavours. Orange Peel, Smoky Piña and Nordic Spice have an inviting, sweeter profile along with a slightly lower ABV of 35% - and all have been expertly crafted and designed to be consumed as a chilled shot.
The look and feel of the design maintains a clear connection to the master brand while reflecting a more energetic and edgy aesthetic. The aim was to create a range with a strong stand-out to catch the eye in every location, from a dark back bar to a well-lit store shelf. We wanted the range to resonate with our target consumer, the ‘progressive connector’, more powerfully than ever before - they often look for a drink to kick-start the occasion and seek to elevate their night with products offering a new experience and a lasting impression.
Absolut Nights won multiple awards at the San Francisco World Spirits Competition and is gaining share on three continents. Smoky Piña is available in Mexico and Sweden, and Orange Peel and Nordic Spice have launched in China - where we already see Absolut Nights accounting for 10% of overall Absolut sales. More launches are scheduled for multiple markets later in 2024.
The dynamic Absolut Nights range is reshaping nightlife by tapping into universal, global trends for vibrant and interconnected experiences while offering local, urban-inspired flavours. At Absolut, we thrive on the power of imagination and being bold - and with this new shot range we aspire to transform the future of nightlife for new generations.”