martell


Product Sampling & Promotion



companybrand


Pernod Ricard USA/Martell Cognac



opportunity


Create a national Multi-Market lifestyle based program to increase brand awareness, preference and drives case sales of Martell Congnac while providing promotional support for the national “Rise Above” advertising campaign.



plan


  • Developed an engaging consumer and retail experience that personifies the essence of the campaign by honoring and celebrating accomplishments of successful individuals not traditionally recognized by the mainstream media.
  • Built a successful sampling program that was replicated in 24 markets.
  • Elements included:
  • Record company partnerships which created “cache” for the Martell brand and provided a showcase for their artist.
  • “Invitation Only” events with celebrity appearances & proactive Public Relations.
  • Product sampling.
  • Branding & Merchandising.
  • Created and implemented an in-store product sampling program to increase case sales.



results


  • Increased distribution to 876 new retail accounts throughout the U.S.
  • Established brand relevance among target consumer.
  • 16% increase in sales volume within specific on and off premise accounts.



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