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.
Zespri™ Kiwifruit has unveiled its latest advertising campaign, highlighting the crazy tasty sweetness and health benefits of Zespri™ SunGold™ Kiwifruit. The campaign features two Zespri™ SunGold Kiwifruit characters, The Zespri Bros, on various adventures in the fruit section and beyond – including a trip through the Trans-Tasman Bubble.
Amazon is reportedly in discussions to buy the Metro-Goldwyn-Mayer movie studio, a move that would cost them US$9 billion, or AU$11.5 billion. Originally reported by Variety, according to industry sources, the tech giant is currently in negotiations over a deal. MGM is responsible for a number of significant Hollywood franchises, including James Bond, as well as […]
New research by Roy Morgan shows Australians are less likely than a year ago to buy products across a wide range of industries if they know the product is ‘Made in China’. The largest declines were for clothes, electrical goods, mobile phones, footwear and sporting goods. In 2020 only 24 per cent of Australians said […]
Global beauty brand and certified B Corp The Body Shop has added SEO to the scope of services provided by Havas Media Melbourne off the back of exceptional results from the agency. Havas Media was appointed to handle media strategy, planning and implementation for The Body Shop last year. Its first campaign, delivered for the […]
Queerstories, the award-winning podcast celebrating the culture and creativity of the LGBTQI+ community, has joined the Acast Creator network. The podcast is part of a national storytelling project curated by Maeve Marsden, which also features a book and event series, and has become wildly popular over the past four years. It will now be hosted […]
After season one of ABC’s Love On The Spectrum (pictured above) was picked up for international release by Netflix, season two premiered last night on Aussie telly to 402,000 viewers. The show follows the romantic lives of Australian young people on the autism spectrum. Coming out on top overall was Seven News with 983,000 viewers, followed by Nine […]
In its first major brand campaign since Defence Force Recruiting returned to the agency, VMLY&R has created ‘Your life, plus Army Reserve’. The energetic campaign demonstrates that you don’t need to give up your lifestyle, your career, your day job or your studies to join the Army Reserve. Sweetshop director Joel Harmsworth was enlisted to […]
New research conducted by Nine’s marketing solutions division, Powered and Fiftyfive5, reveals local identity is becoming increasingly more important for Australians, and is having a significant impact on our culture. Now more than ever we have adapted to “living local”, from travelling closer to home, to increasingly supporting brands and businesses that align to hyper-local […]
Last month, triple j Unearthed dropped an incredibly hot sample pack, featuring musical parts generously donated by Gang of Youths, Lime Cordiale, Alison Wonderland, Genesis Owusu, San Cisco, Vallis Alps and Touch Sensitive. Then it was over to the triple j Unearthed music community, who took those musical parts and morphed them into their own […]
Treasury Wine Estates has taken the launch of its latest varietal, 19 Crimes Snoop Cali Red, to the streets with an interactive campaign in collaboration with renowned Californian icon, Snoop Dogg. The campaign was created by Cashmere Agency in the US with regional roll out of the campaign led by Mindshare and Wunderman Thompson. Revolution360 […]