Actress Diane Kruger named Martell ambassador
German actress Diane Kruger will lead a new campaign for Martell Cognac after being appointed as the brand’s new ambassador in celebration of its 300th anniversary.
The Inglorious Basterds star will lead the brand’s “French Art de Vivre” celebrations through the Martell France300 project.
The Martell House was founded in 1715 at the height of the French Art de Vivre – a period of time in which gastronomy, fashion and art were all highly celebrated.
As part of the initiative, Kruger will identify 300 “ones to watch” around the world whose contribution to gastronomy, art, fashion, mixology and entertainment “epitomise French Art de Vivre in the 21st century”.
The France300 project will be run in collaboration between Martell, French lifestyle magazine L’Officiel and Kruger, who studied at French private drama school Cours Florent.
“Although I still consider Paris my home, I spend a lot of time on the road and am pleased to see how the French Art de Vivre lifestyle is truly permeating contemporary society on an international scale,” said Kruger.
“I’ve spent much of my life living here in Paris so it’s a huge honour to be asked to join the Martell France300 project. We’re looking to find 300 talented people, all of whom will have to demonstrate exceptional talent and ambition in their field, as well as being bastions for the modern French Art de Vivre lifestyle.
“I think this initiative in recognition of emerging French talent, is the perfect way for Martell Cognac to celebrate their 300th anniversary this year, and I’m delighted to be a part of it.”
Kruger’s appointment was announced yesterday at the Palace of Versailles, where she was photographed by Mary MaCartney.
The France300 project joins a number of other initiatives Martell has launched in celebration of its landmark anniversary year.
In September last year, the brand, owned by French drinks giant Pernod Ricard, unveiled its €10,000 Martell Premier Voyage blend. Meanwhile, in travel retail, Martell opened a pop-up space at Hong Kong International Airport.
“There is much to celebrate in this hugely exciting year for Martell. From the Martell France300 project, to the incredible celebration we have to come at the Palace of Versailles, this is going to be an enormously exciting year for the brand,” said Philippe Guettat, CEO and chairman of Martell.
The complete Martell France300 list will be announced in June 2015.