︎FEBRUARY 2018-JUNE 2019
As the oldest Cognac (founded in 1715), Martell is the global leader in prestige cognac and cognac outside the US. The FADER’S Goal was to build the Martell brand to be a leader in the US market as well.
Martell’s brand purpose was to confidently pioneer culture. This was achieved by following the strategy of 3 pillars, create an influencer program, integrate experiential, and partner with talent. The LM Program implemented a multi-city influencer strategy to create new standards in Urban culture. The experiential (H.O.M.E. Series) highlighted that Urban Culture drives US culture and global culture. The talent ambassadors (Jhene Aiko, Quavo, and Wale) worked with the brand as celebrity endorsers to promote the lifestyle.