Martell Noblige searches for ‘new elegance’ in Chinese men in film series

Pernod Ricard-owned cognac brand Martell Noblige has staged an event in China to mark the end of a three-year campaign to find Chinese men who have achieved ‘new elegance’ – success beyond money or status.

The event brought together these men, called Dang Dai Ming Shi (当代名士), who were filmed by photographer Justin Jin, who traveled six cities across China to capture their stories of elegance.

The men included film director Lu Chuan and Dou Wentao, the host of Phoenix TV.

The content campaign will be supported by TV, print, outdoor, social media and online advertising.

Pernod Ricard China Martell brand director, Liya Zhang said: “We constantly challenge our agencies and ourselves to build brands that resonate with our audiences, a brand that becomes a part of people’s lifestyles. With the ‘New Elegance’ – and the visible manifestation of that in the Dang Dai Ming Shi – we have a unique and powerful property which has significantly increased both Martell’s brand image as well as sales.”

Ian Thubron, president of TBWA\Greater China, added: “When so many brands are shouting shallow ‘status’ and ‘prestige’, Martell has disrupted the category with its vision of a ‘New Elegance’ in China – not just in one campaign, but with multi-layered, fully integrated activity over several years. For a brand to take a consistent and long-term position like this in China is truly breakthrough and we salute Pernod Ricard for their approach.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing