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COPYRIGHT 2004 Hiaring Company
In an apparent effort to regroup and win back some market share, Martell Cognac has launched a new advertising campaign in Asia and is in the midst of a campaign in the United States. Martell had been in the Seagram portfolio, but when Seagram sold its spirits holdings, Martell was bought by Pernod USA at the end of 2001.
The Asian campaign, launched in December, targets China, Hong Kong, Singapore and other major Asian markets. The campaign, with the tag "Only a Few Can Tell" is aimed at mainly male consumers over...
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