Martell, with multi-hyphenate Janelle Monae as its new spokesperson, aimed to disrupt and make an impact during Black History Month by authentically integrating the brand into conversations. Recognizing the overlooked contributions of Black bartenders and mixologists, Martell sought to celebrate their historical and contemporary creativity while driving brand consideration.

I developed a three-pronged approach that included a media mailer, a virtual tasting experience, and extensive outreach, extending the campaign through Women's History Month. Partnering with cognac educator ms franky marshall, who crafted The Cocktail of the Future, we collaborated with The Cocktail Courier to create a mailer for media, influencers, and consumers. The mailer included cocktail ingredients and a copy of The Ideal Bartender by Tom Bullock, the first book authored by a Black American bartender. During the virtual tasting, ms franky and cocktail historian Joe P. engaged attendees with the history of Black mixology.

Martell's "The Unexpected Effect" campaign garnered over 80 million impressions with 17 live stories featured in Adweek, ESSENCE and The Spirits Business. The virtual tasting saw attendance from 10 media partners, including Buzzfeed and Food & Wine. The Cocktail of the Future kit sales benefitted the Restaurant Workers' Community Foundation, supporting education and opportunities for BIPOC women in the restaurant industry.