Martell Cognac

Product Sampling & Promotion

Pernod Ricard USA/Martell Cognac

case-martell

Opportunity

Create a national multi-market lifestyle based program to increase brand awareness, preference, distribution and drives case sales of Martell Cognac while providing promotional support for the national “Rise Above” ad campaign.

Plan

  • Developed an engaging consumer and retail experience that personifies the essence of the campaign by honoring and celebrating accomplishments of successful individuals not traditionally recognized by the mainstream media.
  • Build a successful sampling program to be replicated in 32 markets.
  • Create record company partnerships to lend “cache” for the Martell brand and provided a showcase platform for their artist.
  • Execute “Invitation Only” events with celebrity appearances, proactive public relations and product sampling.
  • Create and implement in-store product sampling program to increase case sales.

Results

  • Increased distribution to 876 new retail accounts throughout the U.S.
  • Established brand relevance among target consumer.
  • 42% increase in sales volume within specific on and off premise accounts.

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