Martell Cognac
Overview
We challenged the House of Martell, a 300-year-old brand, to shake up the status quo by Making a Statement, and encouraged the brand’s core audience to make theirs too. Repositioning the brand with our #MakeYourStatement campaign, we debuted partnerships with some of culture’s most iconic and unapologetic figures - Grammy-winner Quavo and rising culinary stars Ghetto Gastro. These artists speak directly to the community that champions Martell while raising the unique voices of those who embody our brand’s values. All to support a category-changing new product: Blue Swift, a spirit drink made of cognac VSOP then finished in bourbon casks.
Greatest Hits
Rewrote the brand strategy and redefined artist and influencer partnerships for the brand
Helped drive double-digit YOY sales gains
Grew the brand’s social following by 20% with 60% growth on Instagram
Community Building
Martell is focused on giving back to the communities that power its growth. From our Barber Collective, which promotes self-care via tips and tricks on grooming, wellness, and cocktails that help followers keep fresh and refreshed at home. To the launch of a weekly Instagram Live ‘talk show’ hosted by Quavo, giving fans the chance to share a toast, hear exclusive tracks and listen to conversations between Quavo and his famous friends. Authentic initiatives driven by engaging content make Martell’s IG the place to be.
We also created a refocused visual guide, showing consumers how to enjoy Martell at home during the Summer months when cognac is typically ‘out of season,’ while weighing in on topics important to the community.
Martell x John Geiger
We created the biggest spirit brand/sneaker designer collaboration to date with the John Geiger Martell Camo release. Pairing an unapologetic and innovative fashion designer with the bold and audacious Martell brand, we pushed the limits of spirits and lifestyle marketing to give the world a view into what a premium consumer product produced by a cognac brand can look like.
