Martell Drinking Strategy | ‘Your Martell, Your Way’
‘Your Martell, Your Way’ is a new drinking strategy which demonstrates the versatility of Martell by communicating how you can express your individuality, and have your own personal experience with Martell. We encourage bars, restaurants, and clubs to make every Martell drink a drinking experience.
At the heart of this ‘Your Martell, Your Way’ strategy are Martell Drinking Rituals, which are customisable, replicable ways of serving Martell that is unique to Martell.
There are two types of ritual: Channel Ritual and Lifestyle Ritual. Channel rituals will come to life as different ways to serve Martell in restaurants, bars, clubs, and Martell events – as well as digital and social content. It is a customisable, replicable way of serving Martell that is unique to Martell and each channel (bars, restaurants, nightclubs etc.). It includes a point of tension (i.e. a choice) for consumers to experience the versatility of Martell and express their individuality.
Lifestyle Rituals will exist as digital and social content. A Lifestyle Ritual is a personal story about how our experts live life audaciously, their passions and purpose – and how that purpose influences the way that they enjoy Martell. This results in a ritual serve that shows consumers how they have their Martell, their way.
Impero has also produced digital assets for Martells’s social media team to use across all markets for both Channel Ritual and Lifestyle Ritual.