Pernod Ricard is looking for a creative agency to work on its Martell cognac brand in the UK. The move is part of an initiative to steer the brand away from older drinkers and towards younger consumers, with a repositioning planned later this year. The pitch is being led by the AAR.
Martell has not previously retained an ad agency in the UK. TBWA/Worldwide handles the brand globally.
Pernod Ricard acquired Martell, along with Chivas Regal whisky, as part of its purchase of Seagram’s drinks business in December 2001. Last September, the French drinks giant credited a turnaround in sales of Martell and Chivas Regal for a 4.7 per cent increase in first-half net profits, to E161m (&£109m). Volume sales of Martell and Chivas Regal were up by nine per cent and four per cent respectively in the first half of last year.
Last year, Martell announced it would end its 11-year sponsorship of the Grand National this year. The race is searching for a replacement sponsor from next year (MW November 6, 2003).