We started working with Martell after winning a pitch to revitalise their drinking strategy in 2019. What followed was a relationship that grew from a brand new global drinking strategy to live event activation frameworks and developments on our drinking strategy for gifting. 

The work:

‘Your Martell, Your Way’ is a new drinking strategy which demonstrates the versatility of Martell by communicating how you can express your individuality, and have your own personal experience with the spirit. We encourage bars, restaurants, and clubs to make every Martell drink a drinking experience.

Unlike other drinking strategies out there, it is the only one that doesn’t have a “perfect serve”. Rather, it creates bespoke drinking experiences for each energy level and occasion.

Martell Straight Serve – This ritual allows drinkers to have the opportunity to have their drink either straight, with a dash of water, or on the rocks in a theatrical fashion. Perfect for toasting moments.

Martell Mix and Garnish – In bars or at home, a tall, refreshing drink is served with a choice of garnishes for customers to personalise their drink to their taste. Our ritual is quick to implement, but doesn’t skimp on drama.

A Drop of Martell – A ritual specially developed for restaurants and prestige occasions, this audacious serve is just a drop of Martell served with a fresh, chilled dish to completely transform its flavour.

Martell Cocktail & Mist – Aligning with mixology bars, this ritual allows bartenders to play with the flavours misted over a Martell cocktail, and gives guests the opportunity to finish off their drink in their own way.

Influencer content:

Unique stories about how influential and interesting people enjoy Martell, celebrating unconventional encounters between people, places and ingredients.

We showcased the versatility of Martell through influencers, who share their own way of enjoying the spirit. We told their personal stories about how they live life audaciously, their passions and purpose – and how that purpose influences the way that they enjoy Martell. This results in a ritual serve that shows consumers how they enjoy their Martell, their way.

Juliette Larrouy – Bartender and manager of Le Syndicat & La Commune cocktail bars in Paris. Watch how she creates a modern and dynamic environment to allow the younger generation to rediscover French Spirits.

Amaury Guyot – Mixologist at Sherry Butt bar, the Dersou restaurant and the newly opened Chinaski café/restaurant in Paris. Watch Amury’s story about how he searches for the perfect pairing.

On-trade:

For bars and markets around the world to precisely serve martell rituals and create their own, we designed a bespoke Martell Ritual Kit that is now being used in global gifting, on-trade applications and live activations.

Strategy toolkit:

To guide and inspire each one of Martell’s global markets in implementing this new drinking strategy, we put together a comprehensive toolkit detailing each ritual, rules for content creation, and guides for creating rituals of their own.

The “Your Martell, Your Way” global toolkit has been deemed as one of the most effective and inspirational drinking strategies in MMPJ and is now being used to activate Martell in both emerging and established markets across the world.