How do we position Martell as the lifestyle brand, beyond just the music, that has the audacity to redefine the rules (status quo)?
Task
Differentiate Martell as a lifestyle brand, in a me-too category, & position it as the “hot right now” brand.
Execution
House of Martell Entertainment (H.O.M.E by Martell) on-trade activations, unique and disruptive bottle service ritual to drive brand image and awareness
Visibility – Serving ritual, disruptive media wall with LED effect, Martell Flags, Lifestyle fashion display synergized with Martell Blue Swift/VSSD bottles
Activation – A/B list artist + A/B list DJ, Hype-man, hostesses and gift with purchase (GWP)
Result
Increased consumption of the brand with sales volume growing YoY ahead of set targets
