Pernod Ricard’s US division has released details of a marketing activation in the country for the Blue Swift expression of its Martell cognac brand.
The campaign, called ‘Defy Expectations’, features a one-minute ad that will run on streaming TV and online video platforms. The spot will be backed by social media and digital audio activity as well as out-of-home presence in “key” US cities, including Atlanta, Chicago, Los Angeles, New York City and Washington DC.
“While celebrating our legacy & expertise at crafting exceptional products, we are revisiting long established traditions and spotlighting Martell Blue Swift as an audacious spirit for the discerning drinkers of today,” said the brand’s global communication director, Frederic Gardelle.
Carrying an SRP of US$48 per bottle, Blue Swift is positioned as a ‘spirit drink’ rather than a cognac due to its production process including a finish in ex-bourbon barrels, thereby breaching the category’s definition criteria.
The wider cognac industry was hit last month by raised tariffs in China after the Ministry of Commerce found in favour of domestic grape-based spirits producers. A subsequent client note from investment analyst Citigroup forecast a 19% sales decline in the country for Pernod Ricard as a result.
