Was about time. Finally cognac house Martell makes some noise. While Hennessy, Courvoisier and Rémy Martin have been rolling out several events, spokesman activities and product launches – Martell behaved like a rather shy communicator.
Now Cognac Martell decided to do something rather new: A competition for a start-up store in Singapore. Result? 60.000 followers on Twitter and about 300.000 on facebook. That’s actually really good. Participants had time to submit their ideas until February 2010.
Martell concentrates on brand building in Asia
And it’s a smart idea: Martell combines values such as interaction, innovation and authenticity with their product Martell V.S.O.P. As mentioned in the video below, the brand tries to engage success. Not like others, that show succesful people in product ads – a clear reference to brands like Conjure, Hennessy or Courvoisier. This campaign seems to be a brand establishing activity.
Martell as the helping hand
The winning concept is called Choptios: “Tt’s a shot bar where you never drink the same shot”.
October 2010 is the opening date. Here is the video: