Pernod Ricard GTR's special offer to Martell shoppers

Pernod Ricard's global travel retail arm is launching a cross-category campaign to mark Chinese New Year.

The group is offering customers the chance to pick up a bottle of Scotch whisky when purchasing the limited-edition Martell Cordon Bleu, promoting the idea that "a fortune shared is a fortune doubled".

Shoppers can get a bottle of Royal Salute 21 Years Old or The Glenlivet Rare Cask with their cognac purchase at selected airport retailers including in Shanghai, Taiwan, Singapore, Sydney and LAX. Through January and February the brand will have activations at key international airports alongside a digital marketing campaign.

The Martell Cordon Bleu has been designed by artist Mathias Kiss, pairing the classic cobalt blue with gold in an antique French marble motif. It can be paired with the Royal Salute, which features illustrations from Kristjana Williams and packs a powerful punch of sweet pears and citrus, or The Glenlivet, which features warm orange marmalade flavours with notes of vanilla and liquorice.

Deepa MD, global brand director for cognac and champagne at Pernod Ricard Global Travel Retail, said: "We know cognac buyers like to indulge in cross-category purchases, so this, combined with the importance of pairs in Chinese New Year celebrations, means it's the perfect occasion to present this type of campaign."

23 January 2020 - Bethany Whymark