Martell | What's Cognac?
Consumer Research, Campaign Strategy, Creative & Art Direction
Production Partner: Yen Design, Catch Ad Taiwan
A year-long partnership with Pernod Ricard's Global Media Hub to nurture the 16 brands can adapt mobile-first ideas into their daily advertising communications. As Meta's creative lead to work hand in hand with the world's second largest spirits company— to make sure they could be responsive to digital environment with digital-first millennials joining its clientele.
All bark & no bite? Digital transformation at scale!
From trend analysis, consumer research, vertical filming techniques to interactive solution— a series of learning sessions was tailor-made for brand managers, creative directors, affiliated media and agency partners across markets.
Martell demonstrates a determination of change through its relaunch of Swift Blue. They have adopted an Instagram-led campaign strategy to introduce cognac to millennials who are already familiar with premium whisky or sake. Category-shifting product marketing has enabled to become pioneer within the group to incorporate social interactivity in their daily creatives.
