Martell promotes safe drinking campaign with actor Tony Leung

Cognac brand Martell recently released a national public service video featuring actor Tony Leung Chiuwai, who calls on the public to take practical action against drunken driving.

In addition to the concept of "no driving after drinking", the video encourages people to use a designated driving service to get home safely.

To celebrate its 110th anniversary this year, Martell announced in December that its iconic Martell Cordon Bleu, known as the cognac for true connoisseurs, would launch a new packaging and advertising slogan of "soar beyond the expected" with Leung as the product ambassador. The public service video is considered a profound interpretation of the slogan.

According to Martell, that is those who dare to challenge convention and achieve success should know how to retain energy and stay grounded, in order to master a lifestyle that incorporates responsible drinking and safe travel.

Along with the release of the video, Martell is launching a variety of online and offline public awareness activities in more than 300 restaurants, bars and stores from 40 cities across the country. They include Beijing, Shanghai, Guangzhou, Shenzhen, Xiamen, Chengdu and Hangzhou. It is also issuing designated-driving coupons to help consumers avoid drunken driving.

Starting from Sunday, consumers who purchase Martell Cordon Bleu products at promotional outlets or order exclusive sets on the "Martell Bleu Book" WeChat mini program will have the chance to receive Didi designated-driving coupons valued at 30 yuan ($4.7), as well as tissue boxes, keychains and coasters designed by Martell.

During the upcoming Lunar New Year gatherings, Martell said it hopes to help consumers take practical action to ensure safe travel while enjoying convivial moments with family and friends.

Jerome Cottin-Bizonne, managing director of Pernod Ricard China, a French wine and spirits group that owns the cognac brand, said the company continues to explore innovative ways to instill the "no drink-driving" concept among the public. Now, Martell has responded to the group's call in a creative and interactive way that is closer to consumers.

"We hope to join hands with more of our brands in bringing greater positive social impact and providing practical solutions to convert the concept of 'no drunken driving' to action," he said.

The French company has been promoting responsible drinking for many years. It has held many public service campaigns to advocate the message and offer practical solutions. It has also cooperated with the government and non-government agencies since 2005 to carry out related public-welfare activities.

During the 2021 National Responsible Drinking Awareness Week held in December, for example, Pernod Ricard China distributed materials on the theme of "Be Responsible and Rational, No Drinking and Driving" in more than 1,200 retail locations. It also held an event titled "some beginnings brew bad endings" to highlight the harm of drunken driving to both its employees and consumers.

During Shanghai's 21st traffic safety day on May 25, 2021, Pernod Ricard China worked with the Shanghai Institute of Traffic Engineering and Didi Designated Driving to launch an activity called "think of your loved ones, don't drink and drive" on both online platforms and Pernod Ricard's first global retail flagship store, Drinks &Co, in the city.

As the world's second-largest wine and spirits group and a leader in the Chinese market, Pernod Ricard has always adhered to developing its business in tandem with social responsibility.

Martell launched its first sustainable development and social responsibility project in China last year on June 5－World Environment Day.

Joining hands with the non-profit organization Conservation International, Martell plans to reforest and restore about 18,000 mangrove trees on Hailing Island of Yangjiang city, Guangdong province, within a year. The project will also contribute to the city's goal of being named as a National Forest City.

Martell sees conservation as one of its core values, focusing on issues pertaining to soil, forests and biodiversity. Martell's brand logo is a golden swallow, which represents the beauty of nature and symbolizes the connection between humans and the natural environment.

haonan@chinadaily.com.cn