As consumer mindsets now become even more fragmented, brands are constantly finding new ways to engage with them to keep things fresh and exciting. Unfortunately, the Cognac segment has been seen to be “stuck” in a time capsule with its uppity balloon-glass imageries.
In the mean time, other brands have progressed to other more modern, “sexy” drinking mixers. Competitors have had on-going high profile product launches and innovations to generate excitement among the trade.
This post was done in conjunction with Sumo Eleven which won Best Idea – Business Events category during the recent MARKies Awards in Malaysia.
Martell – which has been historically strong in the traditional “yam-seng” outlets patronised by mature clientele – was losing ground at the urban, trendier drinking joints and concurrently, losing appeal with younger drinkers.
The brand decided to reignite the interest of the trade with the new Martell NCF and bring “sexy”
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