Pernod Ricard Partners With DMARGE To Launch First Ever Australian Digital Campaign For Martell Cognac

Pernod Ricard Partners With DMARGE To Launch First Ever Australian Digital Campaign For Martell Cognac
B&T Magazine
Edited by B&T Magazine



Pernod Ricard’s Martell Cognac has partnered exclusively with men’s publisher DMARGE to help Australian spirits drinkers to ‘Flip the Sip’ on their home cocktail repertoire with Martell Blue Swift.

In what is a first major campaign in Australia for the French Cognac house, Martell hopes to dispel myths associated with dark spirits and inspire a new take on gifting and entertaining over the festive period – at the centre of the campaign is Martell Blue Swift, the latest and most unique creation from Martell.

Martell Blue Swift is the first-ever spirit drink made of cognac VSOP and then finished in Kentucky bourbon casks. Through Martell’s signature distillation process, the eau-de-vie absorbs the rich aromatic tones of the bourbon cask resulting in Martell’s hallmark style – delicate notes of candied fruit and plum – complemented by the subtle sweetness of vanilla and toasted oak from the casks.

It has been a game-changing innovation for Martell and is quickly becoming the fastest growing expression for the brand in Australia.

Research conducted by DMARGE in their annual survey uncovered that young Australian men have the car, the watch and the fully stocked drinks trolley, but the art of mixing a great cocktail often evades them. Combine this with Australian young professionals’ increasing interest in discovering premium dark spirit brands and exploring new ways of entertaining at home, it was an opportunity to ‘Flip the Sip’.

Partnering with cocktail specialist, Drinks Provisionist, Martell and DMARGE have developed a signature cocktail to rival the Negroni and Old Fashioned, The Swift was created as a smooth and easy-to-make cocktail that even those that have everything would want to make and drink at home.

The digitally-led media campaign has seen Martell and DMARGE produce a series of engaging video content that is hosted by the fictional yet relatable character ‘Mr Swift’ – your guide to drinking and gifting better in the lead up to the New Year.

Martell have also partnered with a number of venues across the country, which have graciously revealed their signature spin on The Swift as part of the video series, so that people can also try Martell Blue Swift at their local venues. Sydneysiders can try ‘The Swift’ in great venues such as Mary’s Newtown, The Cat’s Meow and Hendriks Cognac and Wine.

 




Please login with linkedin to comment

D'Marge martell cognac

Latest News

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]