CELEBRATING BLACK CONTRIBUTIONS TO AMERICAN MIXOLOGY

SITUATION

With multi-hyphenate Janelle Monae as its new spokesperson, Martell cognac desired to stand out, disrupt and impact conversations during Black History Month that seamlessly integrated the brand in an authentic way.

Leaning into the history of mixology, Martell recognized that the storyline was missing the unexpected emergence of Black bartenders and mixologists, and the vital role they played in creating and influencing many of the cocktails we know and love today. 

While their contributions had been partially erased from history, Martell desired to celebrate Black mixologists of the past by highlighting Black creativity of the present and future in a short digital spot entitled "The Unexpected Effect.”

ACTION

I developed a three-pronged approach that would drive media coverage for Martell’s new campaign that included a media mailer, virtual tasting experience and widespread outreach. Timed to begin during Black History Month, I would take the campaign through Women’s History Month given the surge in Black women mixologists in the industry.

I leveraged our brand partner - cognac educator ms franky marshall who would serve as both influencer and develop The Cocktail of the Future, our custom cocktail for both the campaign and cocktail kit.

In partnership with The Cocktail Courier, I would create a mailer focused on The Cocktail of the Future which was available for media, influencers and consumers. Containing the ingredients of the cocktail, I also also included a copy of The Ideal Bartender, the first book to be authored by a Black American bartender, Tom Bullock. Shipping the mailer to select spirits, food & beverage and lifestyle journalists, ms franky hosted a virtual tasting experience with cocktail historian Joe P. Attendees were able to recreate The Cocktail of the Future at home while learning more about the history of Black mixology.

The announcement of the campaign would be shared through a news release to key media targets that would highlight not only the digital spot but also the cocktail kit for sale.

RESULTS