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To celebrate the 110th anniversary of Martell Cordon Bleu, the maison released an exciting redesign and a hero film starring two of cinema's most respected actors, Tony Leung and Vincent Cassel
Martell celebrates the 110th anniversary of its Cordon Bleu with a striking redesign plus an exciting campaign starring Tony Leung and Vincent Cassel entitled Soar Beyond the Expected.
In the campaign’s hero film, directed by Hong Kong artist, photographer and filmmaker Wing Shya, Tony Leung portrays himself while French actor Vincent Cassel plays Edouard Martell, the creator of Martell Cordon Bleu.
See also: An Exclusive Tasting of The Martell Centenary 1921 at Tatler House
The video showcases two parallel stories taking place across centuries and continents, and despite living 110 years apart, the two characters share the same spirit of audacity that enables them to face challenges within their own worlds. They both remain resolute and determined to reach for greatness and never stop soaring. Their audacious personalities echo Martell Cordon Bleu as a symbol of freedom.
On top of the advertising campaign aired recently this year, Martell also unveiled a redesign of its iconic Cordon Bleu. First released in 1912, the distinctive Martell Cordon Bleu bottle, which was inspired by the slender cognaçaises traditionally used in the Cognac region, became a symbol of timeless elegance. And now, the classic design is revisited in the same spirit of audacity, to infuse a new energy while respecting the continuity imposed by its iconic status.
Some of the notable changes include the seal of the Martell family and eponymous blue ribbon that have been reworked with vibrancy and modernity, playing with different shades of blue to create a sense of dynamism. The iconic swift, the historic emblem of maison Martell, expressing the free, daring spirit of the house, appears both as a raised motif on the glass bottle and as a contemporary, abstract pattern on the box.
The punt in the base of the bottle has also been redesigned with an accentuated curve, evoking the famously round, generous taste of Martell Cordon Bleu. Finally, its name is printed in handwritten letters on the label to emphasise the unique character of this cognac and the bond it creates with fans of the drink.
Above The redesigned Cordon Bleu bottle
The redesigned Cordon Bleu bottle
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In conjunction with the label's 110th anniversary, an exclusive Martell Cordon Bleu pop-up store will open in 1 Utama Shopping Centre from the July 6-10, 2022. The interactive store will allow consumers to check out the new design up close and allow them to personalise their own bottles with an engraving. Plus, they will also have a chance to win extraordinary Martell experiences, including a trip to France to visit the Chateau de Chanteloup, or seats to an exclusive dinner featuring the ultra-prestigious Martell Dame-Jeanne and Zodiac editions.
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For more information, get in touch with Pernod Ricard Malaysia’s Prestige Public Relations Manager, Trisha Kuck at +6016 428 4403.
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Credits
Images: Courtesy of Pernod Ricard Malaysia
If tall, dark and handsome is what you're looking for, Aaron Pereira ticks two out of three. This fine chocolate man (that is, a connoisseur of fine chocolate), enjoys the theatre, futsal, real-life conversations and of course, the English language. He believes that language should first be used to express, but the business of a sub-editor is to impress.
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