In recent years, the topic of rational drinking has become a common practice, how to create freshness, continue to attract everyone's attention, and drive consumers to participate in it is a topic of concern to every wine company.
Recently, Martell, a well-known cognac brand under the foreign wine giant Pernod Ricard Group, has made new moves in this field.
Let's take a look.
Omni-channel publicity
Xiao ShiDai noted that Martell and the famous actor Liang Chaowei's new rational drinking promotional film has been officially launched recently.
In the latest promotional video, Liang Chaowei actively advocates the concept of "drunk and not driving". The use of the star effect to raise public awareness of rational drinking is not new, but Martell's choice to join hands with Liang Chaowei has attracted a lot of attention and traffic, and Liang Chaowei's personal image is also very accurate to the target audience of high-end cognac.
With rational drinking becoming the current social trend, liquor companies are becoming more and more aware of the importance of promoting rational drinking, so that the concept of "refusing drunk driving" is more deeply rooted in the hearts of the people. Through this promotional video, Martell shows the social responsibility of a high-end foreign wine company and contributes to the formation of a social trend of rational drinking.
At present, the promotional video has been officially launched on the official public account, video number and Weibo platform of Martell, and will subsequently land on multiple platforms such as online video websites. It is understood that the launch of a new rational drinking promotional film by Martell coincides with the 110th anniversary of the Martell family wine representative - Martell Le Cordon Bleu. In addition to the launch of the new packaging, Martell Le Cordon Bleu officially announced Liang Chaowei as the new spokesperson for the product, and launched a new Le Cordon Bleu declaration "Life is a flight".
In addition to taking advantage of the star effect to attract consumers' attention to the topic of rational drinking, how to interact with the target group, let them voluntarily participate in it, and practice it is more critical. Xiao Shidai learned that in addition to the promotional video, Martell also played a combination of "online" + "offline" on the eve of the Spring Festival. At the same time as the launch of the promotional video, the brand also launched a series of interactive activities.
In addition, in order to more fully cooperate with the official launch of the rational drinking propaganda film, Martell has also carried out in-depth cooperation with Didi Daichai to deepen offline publicity in multi-dimensional application scenarios and further create momentum for rational drinking actions. It is reported that the action will cover more than 300 restaurants, bars and supermarkets in 40 cities across the country, including Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou, and issue Didi driving vouchers through a series of interactive activities.
Group blessing
As the basic unit of social economy, enterprises should become the corresponding social responsibility subjects. Advocating "drinking and not driving" has always been an important measure for liquor companies to fulfill their social responsibilities and practice sustainable development. The flexible operation of the "rational drinking" project is inseparable from the strong blessing of pernod Ricard Group, which is also an innovative move for the company to expand rational drinking to the brand level.
Pernod Ricard has a long-standing commitment to promoting the concept of "rational drinking" on a global scale. Over the years, the group has been making unremitting efforts in rational drinking, environmental responsibility, public welfare and charity. In order to deepen the understanding of Chinese consumers about not driving after drinking, we will protect the safety of drivers. In addition to consumer-facing public welfare publicity, Pernod Ricard has been committed to deepening the consumption scene in recent years, providing consumers with practical and feasible drunk travel solutions by distributing free driving vouchers.
It is understood that since 2005, Pernod Ricard China has joined hands with the government and non-governmental organizations for long-term cooperation to carry out a series of public welfare activities of "drunk and not driving", advocating safe and civilized travel and a sense of social welfare responsibility for rational drinking by creating multi-dimensional content and diversified media dissemination. In 2021, Pernod Ricard China, together with Didi Dai driving and Shanghai Traffic Engineering Society, launched the "For TA, Don't Drink Driving" public welfare publicity campaign. Actively guide consumers to reflect on the potential harm caused by drunk driving behavior to themselves and their relatives and friends, so as to reduce the occurrence of dangerous driving behavior.
"For TA, don't drink and drive" public welfare publicity campaign
It is not difficult to find that with the rapid development of the Internet, alcohol consumers are further younger, the channels of communication with consumers have become more diversified, and the concept of "rational drinking" also needs to communicate with the younger generation in a more novel and interactive way.
Pernod Ricard and its brand Martell are strengthening communication with young consumers through trials and new ways to keep pace with the times, combining innovative forms of online and offline linkage and issuing driving vouchers, so that the concept of "drunk and not driving" is more deeply rooted in the hearts of the people and effectively brings about changes in action.
Jerome Cottin-Bizonne, Managing Director of Pernod Ricard China, said that as a leader and avant-garde in the liquor industry, Pernod Ricard Group has been practicing corporate social responsibility for many years and believes that rational drinking is the key to realizing the group's core value of "creating and enjoying together".
"Under the influence of the trend of rational drinking, many of Pernod Ricard's brands also uphold the will of the group, focusing on carrying out a number of promotional activities in a closer, more creative and interactive way to make 'refuse drunk driving' truly deeply rooted in the hearts of the people." While promoting the development of enterprises and basing ourselves on the Chinese market, we sincerely look forward to delivering a healthy attitude to consumers and helping to make more outstanding contributions to public welfare and environmental protection. Guo Binchen said.