TBWA to Tout Mystery 'Martell'

Cognac’s Female Persona to Position Beverage as ‘Hip’
NEW YORK–TBWA Worldwide is planning an estimated $35-40 million global print push behind Seagram Spirits & Wine’s Martell cognac this September that will unveil a mysterious woman, named “Martell,” who will embody the brand.
The campaign is also expected to play up the VS (“very superior”) mark of the base brand, priced about $30 at retail.
TBWA Worldwide, New York, which picked up the account in January, will orchestrate the creative around this unknown female, who will be positioned as the “it” woman.