Celebrating the Tastemakers of the African Diaspora
We teamed up with Martell for the UK launch of their product, Blue Swift. With our connections in the London Afro-Pop music scene, we developed a launch strategy that would facilitate collaborations with key tastemakers. Together with fellow agency John Doe, we curated a series of brand experiential events that would help drive brand awareness across social platforms.
The aim of the Martell Blue Swift launch campaign was to celebrate achievements and culture in true African style. Appealing to a trendy-chic demographic of diasporan Africans living in London, it was important that the communications surrounding the campaign spoke their language. These trendy-chic individuals work extremely hard, they live aspirational lifestyles and after work - they want to play extremely hard!
The first major collaboration was with superstar producer Juls. In partnership with Martell, Juls would host a series of exclusive celebrations named, 'AfroSwift' - bringing together the fun culture of Africa and the unique characteristics and sweet flavour profile of the Blue Swift product.
Founded by Musician and Philanthropist, DJ Cuppy, Cactus On The Roof is an international lifestyle brand known for their phenomenal summer parties hosted all around the world. With its global platform and a niche audience of young, successful Africans, we identified COTR as the perfect fit for Martell. It was an opportunity to tap into a new type of consumer who are known to be brand loyalists if the connection was right.
Our facilitation of this relationship led to an agreement where Martell would sponsor a series of Cactus' summer parties in London. Guests would get to experience Martell Blue Swift and be introduced to the brand throughout the summer.
The brand traction and social engagement of the summer collaboration would prove successful and as a result, COTR and Martell agreed to host a one-off exclusive Halloween event that featured a Martell Blue Swift VIP experience for selected guests.