Martell

In 2017, Martell, one of the world's oldest cognac houses was looking for a major rebrand; of their look, feel, and cultural approach. Our team was essential in re-crafting the Martell message - initially beginning with seedings, and elevating our messaging with regional Lifestyle Managers, and high-level experiences.

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Overseeing the Lifestyle Manager Program for Martell involved identifying and working with regional reps around the country to manage the messaging and communication of Martell. This relationship was crucial in creating unique brand positioning in each city. Each LM was tracked and monitored to ensure they were meeting spend goals, and increasing accounts.

In the end the LM Program was responsible for:

120+ accounts activated

760+ activations executed

777K+ consumers sampled

400+ influencers sampled

2.1K+ social media posts on their own pages

Over half a million social media engagements

Through our initial seeding efforts we were able to identify our initial consumer base - a variety of creative influencers across various sectors of culture including fashion, music, and cuisine. In effort to spotlight the spirit of the Christmas season, we were able to produce a holiday seeding package that allowed us to double back on our influencer engagement. This seeding program proved valuable as it continued to lay the foundation of Martell's message of sharing moments with friends.

In the end, the Holiday gifting program, launched in December 2017, used Cocktail Courier to gift Martell Blue Swift and featured the Martell Spicy Mule cocktail. Program tactics included:

-Gifting 50 influencers + creating/requesting IG post per gift box

-Boxed kits contained 357ml bottle, mason jar shaker, jigger, 2 limes and a 6 pack of Ginger Beer

-Gifting program helped drive social buzz and conversation about Martell being the best holiday celebration gift

-Influencers sampled highlights:

Booker T (WWE Raw); Big Tigger Show (Radio/TV Personality); Tracy and Chance McGrady (NBA Player and Brother); Calyann Barnett (Celeb Wardrobe Stylist); Ursula Stephens (Celeb Hair Stylist); Slim Thug (Rapper)

After the success of our Holiday Seeding Program, next was Martell expertiential platform that showcased the House Of Marell Experience. Welcome H.O.M.E.

Martell brought the H.O.M.E by Martell experience to six markets in the US - Los Angeles, DC, Chicago, Atlanta, Houston and Detroit - encouraging guests to #BeCurious.

H.O.M.E by Martell focuses on bringing consumers together around Music, Food, and Mixology.

Music

The best local DJs in each city set the mood with a mix of french hip-hop and American popular music. In select markets national endorsers - Quavo and Wale - performed.

Exotic Food

Unsuspected twists on local cuisines were created by Ghetto Gastro, Celebrity Chef Nikki Steward, and the host city’s best culinary talents.

Mixology

Local mixologists created craft cocktails that showcased the heart of each city while highlighting the superior taste of the House of Martell.

Interactive Experiences

Experiences included - upside down room, DIY julep room, glow in the dark room, ice room, game room, rooms curated by celebrity endorsers, and Cognac education room with National Martell Ambassador - Christophe Pienkowski