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Martell targets Afro-Americans and Chinese in latest marketing campaignMartell targets Afro-Americans and Chinese in latest marketing campaign
Joe Bates
13-Dec-2003
Following a wide-ranging brand review, Pernod Ricard has begun a new advertising campaign for Martell aimed primarily at two key consumer groups? Afro-Americans and Chinese Asians
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Martell's new US print campaign ?Rise Above?, which went live in September, targets Afro-Americans, who account for nearly 60% of US cognac consumption. The campaign showcases inspirational black businessmen, artists
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