MARTELL
Wine & spirits — 2025, Paris, France
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Martell sought to reframe Bastille Day in the United States as a culturally relevant and meaningful brand moment. The Maison aimed to translate French art de vivre into a contemporary American context, strengthen its singular voice within the cognac category, and connect with a new generation of culturally influential consumers through experience, ritual, and modern mixology.
Services
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Cultural positioning and narrative strategy
Experiential brand framework development market-specific
Translation of brand heritage into contemporary experiential activation
Cultural strategy
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Interventions
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Definition of a strategic cultural POV for Bastille Day in the US market
Development of a national narrative and storytelling red thread
Translation of French art de vivre into US-relevant experience codes
Refinement of brand language, tone, and key messages. Cultural analysis of cognac consumption, rituals, and white spaces
Identification of ownable moments and experiential territories
Ideation of experience-led offers spanning mixology, gastronomy, and ritual
Definition of territories of expression (craft, adventure, disruption)
Strategic framing of ambassador, activation, and event directions
White-space articulation under the platform “Make it a Martell moment.”