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Martell ‘defies expectations’ with US campaign
Pernod Ricard-owned Cognac brand Martell has launched a US-exclusive ‘Defy Expectations’ campaign, spotlighting its Blue Swift expression.
The new campaign draws attention to Martell’s 300-year legacy and Blue Swift, the world’s first spirit drink made of VSOP Cognac finished in American Bourbon barrels.
Due to the brandy’s ageing process, the expression does not meet the traditional rules of the category and is not recognised as a Cognac.
The campaign features a video by Grammy-nominated director Tanu Muino, who has been recognised for her blending of prestige aesthetics with contemporary storytelling techniques. The campaign film is described as a ‘journey from the conventional to the contemporary where the rule-breaking Martell Blue Swift is accepted and enjoyed.’
Martell Blue Swift’s identity has been summarised in its signature phrase, ‘Born in Cognac. Bourbon finish. Shockingly smooth’, which is said to respect its foundations while celebrating the ‘audacity and innovation’ that suit the palates of modern Americans.
The Bourbon barrel finish imparts transformative flavour notes, making Martell Blue Swift versatile and ideal for mixology.
Frederic Gardelle, global communication director at Martell, commented on the new campaign: “Martell’s pioneering legacy has inspired us to push creative boundaries in the latest campaign for Blue Swift.
“Through the Defy Expectations narrative, while celebrating our legacy and expertise at crafting exceptional products, we are revisiting long-established traditions and spotlighting Martell Blue Swift as an audacious spirit for today’s discerning drinkers.”
Starting this month, the campaign’s assets will go live on streaming TV, online video, social media, digital audio, and OOH in key US markets, including Atlanta, Chicago, Los Angeles, Washington, D.C., and New York City.
Martell Blue Swift is offered at 40% ABV and has a suggested retail price of US$48.
Earlier this year, Martell owner Pernod Ricard reported 2% sales drop in the first nine months of fiscal 2024 due to double-digit declines in the US and China.
Last month, Pernod Ricard saw organic sales for the first quarter of fiscal 2025 fall by 5.9% after double-digit drops in China and the US.
You can view the video for the campaign below:
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