In recent times, the world has experienced a shift in its culture and operations, following the changes in economic timelines due to the COVID-19 pandemic. Brands and organizations as a result of the upturn and restrictions of mobility, panned focus on innovative and digital alternatives to stay relevant and remain in conversations.
With the pause in activities, social gathering and functions took a major hit, thus the need for novel mediums to communicate brand value. To this end, premium cognac house- Martell reckoned for its unwavering position of fostering authentic social connections and conversations, maintained its status quo, swiftly matching the evident gap in the liquor industry and event space.
As part of its brand DNA, celebrating life and historic moments, Martell sustained the momentum during the lockdown through various activations including intimate birthday celebrations, digital conversations and experiences amongst others.
The intent behind the activations was to identify individuals rewriting the rules in their various fields and also be a memorable part of each social engagement. The insightful and entertaining sessions which were hosted by the brand ambassador -Mayowa Eyitayo, welcomed a formidable list of personalities such as Ghanaian actor and host – Mawuli Gavor, Fashion stylist and curator- Denola Grey, Social Entrepreneur – Sophie Momodu, Fashion entrepreneur and ex-Big Brother housemate Abiri Oluwabusayomi (Khloe), Tv personality and radio host- MoetAbebe.
Riding on the wave of their journey, these influencers highlighted their experiences, challenges, and how they navigated the turns, hence “rewriting the rule” to taking center stage. The 45-mins long conversations engaged cognac enthusiasts and Martell lovers.
The Instagram live feed also featured #MyMartellHomeDrinks segment where the host Mayowa treated his guests and the audience to a -Do It Yourself with the Martell VSSD. Taking the sessions, a notch higher, Mayowa taught simple Martell cocktail serves that can be easily replicated and can be delivered in a seemingly unscripted way. Martell continues in its stead, of staying far ahead and maintaining a longstanding reputation of affirming its presence in social settings and associations.
Martell is a Cognac house founded in 1715 by Jean Martell (1694-1753). It is part of the Martell Mumm Perrier-Jouët subsidiary of the French wines and spirits conglomerate Pernod Ricard.
It is the oldest of the great cognac houses, forged by passion and knowledge passed through the Martell family since 1715 – creating cognacs that have been enjoyed and cherished for three centuries.