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Martell lets the conversation flow

Published:  23 July, 2008

Martell is hoping to change people's perception of Cognac consumption as a solitary pursuit with a new 2.1 million marketing campaign.

With a new strapline, Let the conversation flow', the company wants to move on from the masculine' and trophy status' elements that Cognac can typify and wants to promote a sharing with close friends' concept.

Martell marketing manager Crispin Stephens said that the company is looking to increase its value share, but not necessarily shift more boxes'. And in the best tradition of marketing-speak,

he stressed the importance of the gearshift moment' - apparently the point in the evening when the Cognac comes out and the conversation really takes off.

Stephens added: Consumers recognise that Cognac is a distinct category from brandy. We have spent the past year carrying out detailed research to help us clearly define what motivates our consumers, and we believe that this campaign truly aligns the brand to meet their needs.

Despite having demanding and hectic professional lives, our consumers actively seek special moments to share with close friends. As an example of this, we are seeing more consumers enjoying the dining occasion both in and out of the home.'

The campaign will feature national newspaper and trade press advertising, and London taxis will also have ads placed on their flip-down seats.

The adverts, which show a number of close friends debating various leisure interests, such as their favourite music, books and films, are designed to show the social aspects of the product.