“We are extremely proud to bring the first spirit drink made of Cognac VSOP finished in bourbon casks to Australian drinkers and see our partnerships with DMARGE and some of Australia’s most influential venues key to its success.”
– Eric Thompson, Global Marketing Director, Pernod Ricard Winemakers
Pernod Ricard was looking for a publishing partner to create a digital campaign that would re-shape outdated cognac perceptions and recruit new consumers to Martell through its recent innovation Martell Blue Swift.
DMARGE won the pitch for this first ever ATL campaign for Martell in Australia, by proposing a unique approach to product and cocktails education, leveraging insights from its recent reader survey.
DMARGE found that young affluent men are masters of their own style, from owning a nice watch to perfecting a steak in the kitchen, but are often precluded from making a good cocktail at home.
The campaign idea was to convince Australian men to “Flip the Sip” on their drinks repertoire through an entertaining video series featuring the quick-witted fictional character “The Fantastic Mr Swift”. Mr Swift became an effective vehicle to engage Australian men so they would see cognac cocktails in the same light as the tried and tested Negroni or Old Fashioned.
Designed to target the audience at all stages of the consumer journey, the campaign included tactical socials and editorial to target specific occasions and audience segments to drive conversion and trial, i.e. Lunar New Year ads were translated into Mandarin targeting the young affluent Chinese population.
Capturing high-profile cocktail bars creating their own version of ‘The Swift’ cocktail, is a great example of how DMARGE executed the campaign through the line and gave the audience the opportunity to try Martell Blue Swift in venues near them.
Key Outcomes
ROI
