Martell’s new packaging ready for global roll out

After launching the new packing in Singapore and Malaysia in August, the new packaging which aims to bring the brand’s luxury status into focus, will now be available in all markets.

The changes, while not dramatic, are intended to better communicate the brand’s heritage and quality, for example the V.S.O.P. marking has now moved to the label, making more room for the “J Martell 1715” branding in ornate gold lettering. The increased gold detailing on the packaging and bottle heightens the sense of luxury. Red and gold are also auspicious colours in Asian markets – an important detail for the brand that has an already very loyal following there.

Another element to the campaign is creating a sense of modernity through a series of new publicity visuals that show a modern cityscape in the background, with the bottle in the foreground. This is also echoed through the slight metallic quality to the gift box colouring.

The bottle has retained its instantly recognisable rounded shoulders and colouring, but the bottle has been slimmed to a slightly more “svelte” shape. The packaging now has an embossed crest on it with additional gold borders.

The product has not changed and will retail at the same price.