MARTELL BLue SwiFT

CHALLENGE

Martell, with 2% awareness in the U.S., is meaningless in a category where what you drink says who you are.

PRODUCT TRUTH

Blue Swift, their new drink, defies the rules of Cognac by aging the liquid in bourbon barrels - meaning legally it can’t be called a Cognac.

AUDIENCE INSIGHT

Our Cultural Vanguard audience isn’t afraid to break the rules when it means progress.

STRATEGY

Make the fine print BOLD. Rather than hide that Blue Swift is not officially a Cognac, celebrate this rule-breaking product as a symbol of the audacious few who embrace progress.

CREATIVE

Our film contrasts the stuffy French rules of Cognac - embodied by 17th-century aristocrats - with a modern American man representing Blue Swift’s rule-defying innovation.

RESULTS

TBD – but early performance data suggests growth

ROLE

Positioning Research / Strategy / Creative Brief