Martell joins hands with Tony Leung to advocate moderate drinking
Published: Sep 14, 2022 05:40 PM

Tony Leung.Photo:courtesy of Martell

Tony Leung. Photo:courtesy of Martell

Following the launch of the "No Drink Driving" awareness campaign during the Spring Festival in 2022, renowned cognac brand Martell officially released its second public service video on September 8, 2022 in Shanghai, starring celebrity Tony Leung. Featuring the concept of moderate drinking, Martell continues its work in promoting responsible drinking, encouraging consumers to drink in moderation and avoiding excessive drinking while enjoying convivial moments with family and friends during the Mid-Autumn Festival. 
In this new video, Tony Leung puts down his glass after drinking and asks for a refill of water. With this simple gesture, he delivers the message of moderate drinking to the audience. Water is indispensable to alcohol metabolism, so drinking water while consuming alcohol can prevent your body from dehydrating and help pace yourself from excessive drinking. The launch of this video presents another profound interpretation of the Martell Cordon Bleu slogan "Soar Beyond the Expected" - a free and prosperous life is built on discipline and responsibility, which allows people to scale new heights with broader horizons.

Aiming to raise public awareness about moderate drinking, this public service video has been launched on major online video platforms as well as online TV channels in seven major cities - Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Xiamen and Hangzhou. Meanwhile, Martell is activating a new campaign in partnership with more than 500 retailers, restaurants, bars and KTVs nationwide, covering a variety of drinking occasions. By distributing customized publicity materials to these outlets, Martell is committed to reaching more consumers and driving behavioral change towards drinking in moderation in a targeted way. 

Tony Leung.Photo:courtesy of Martell

Tony Leung. Photo: courtesy of Martell

The release of the video has caused a heated discussion on social media. Some netizens expressed their fondness for the stars and believe that following the advice of their idols is a way to show their support. Some others expressed their recognition of the brand, and argued that the idea of the video reflected its sense of social responsibility. Even more netizens agreed with moderate drinking because they believe that the most important meaning of the holidays is to be with their family, while drinking foils the festive atmosphere.

With the unveiling of Cordon Bleu's vibrant new design and the "Soar Beyond the Expected" campaign at the end of 2021, Martell continues to actively fulfills its social responsibility by promoting responsible drinking together with Tony Leung. Previously, the company released a "No Drink Driving" public service video during the Spring Festival holiday, and Martell distributed designated driving service coupons at offline channels to help consumers avoid drink driving with practical solutions.

"We are thrilled to see that Martell once again leads by example in promoting responsible drinking. We hope to leverage Tony Leung's positive public image and influence to further increase consumers' awareness of moderate drinking, and encourage them to take real actions on different drinking occasions," said Jerome Cottin-Bizonne, Managing Director of Pernod Ricard China. "Martell's successful implementation of this campaign will definitely motivate more of our brands to join force, practicing responsible drinking in a creative and interactive way that is closer to consumers."

This moderate drinking public service video starring Tony Leung has been officially released on Martell's official WeChat accounts and channels.