Soar Beyond the Expected

Martell Unveils Redesigned Martell Cordon Bleu and New Advertising Campaign “Soar Beyond the Expected” Starring New Spokesperson Tony Leung

To celebrate the 110^th anniversary of Martell Cordon Bleu, Maison Martell, the oldest of the great cognac houses, unveils a vibrant new design and a new advertising campaign with Tony Leung as the  spokesperson of Martell Cordon Bleu. Entitled “Soar Beyond the Expected”, the new campaign will debut with a film starring renowned Chinese actor Tony Leung and famous French actor Vincent Cassel, directed by Hong Kong-based artist, photographer and filmmaker Wing Shya. Both actors have been chosen for their free, audacious personality echoing Martell Cordon Bleu as an ultimate symbol of freedom.

Created in 1912 by Edouard Martell, Martell Cordon Bleu has become the cognac that embodies Maison Martell’s spirit of audacity. From the start, Martell Cordon Bleu was destined to be one of a kind: it was the first cognac to be given a name, breaking with the conventions of the time, which consisted in simply combining the name of the House with the quality of the cognac. Instantly identifiable for its richness, elegance and finesse, the taste of Martell Cordon Bleu has remained unchanged for more than a century. Its legendary blend is emblematic of the Martell style, imbued with generous floral and fruity aroma characteristic of the Borderies, the House’s historic terroir. Soon after its creation, Martell Cordon Bleu received growing acclaim all over the world – exported to India in 1914, Spain in 1925, China in 1927, Denmark in 1929, and Korea in 1931. An enduring legend for over a century, Martell Cordon Bleu has been associated with countless landmark events and it has remained a consistent favorite of cognac connoisseurs internationally.

The striking new design of the bottle and box of Martell Cordon Bleu infuses fresh vitality while respecting the continuity imposed by the cognac’s iconic status. The swift, the historic emblem of Maison Martell, has inspired the design and appears as a raised motif on the glass of the bottle. The seal of the Martell family and the eponymous blue ribbon – have been reworked with vibrancy and modernity.

The beautifully handwritten text on the label, the relief of the swift on the back of the bottle, and the emblematic curve on the base of the bottle all present details  of fine craftsmanship. Finally, a luxurious box completes the presentation with timeless elegance and modern style. The exterior of the box is covered with a contemporary, abstract pattern of the legendary Martell swift, bearing the House’s coat of arms in gold, while the cognac’s name is rendered in distinct handwritten text.

The name of this new campaign, “Soar Beyond the Expected”, celebrates those who dare to challenge convention. As they learn and grow, they make bolder decisions and conquer new horizons. Each time they achieve success, they are willing to move on to the next challenge and achieve even greater success. It is this desire for perfection that is encapsulated in Martell Cordon Bleu. With its unchanged taste and distinguished character, Martell Cordon Bleu is nothing short of legendary. Even after 110 years, it continues to build its legacy and soar beyond the expected.

In the film “Soar Beyond the Expected”, director Wing Shya tells two parallel stories taking place across centuries and continents, with Tony Leung playing himself, while Vincent Cassel plays Edouard Martell, the creator of Martell Cordon Bleu. Despite living 110 years apart, these two characters share the same spirit of audacity that enables them to face challenges in their own worlds. They both remain resolute and determined to reach for greatness and never stop soaring.

The short film “Soar Beyond the Expected” will premiere on the Martell official channels on 3rd Jan, 2022