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How Martell brought sexy back through its marketing mix As consumer mindsets now become even more fragmented, brands are constantly finding new ways to engage with them to keep things fresh and exciting.
Competitors have had on-going high profile product launches and innovations to generate excitement among the trade.
The new Martell NCF — a non-chill filtered cognac packaged in a cutting-edge designed bottle with light-reflective metallic copper coating that radiates and glows in the dark under UV lights — provided the ideal opportunity to reignite the interest of the trade.
Its strategy was to surround the whole drinking experience by working hand-in-hand with the trade at all stages — from pre-launch: Light Up a New Experience: A first-of-its-kind in the region, Martell transformed a dilapidated shipping dockyard into a high-energy dance club for one night.
Light Up the Taste: A new drinking ritual was unveiled with the Martell Ice-Pool — a two-tier tray that has shot glasses positioned on the top tier with mixers on ice below, followed by a pull of a tab and all the shot glasses drop into the mixers.
Light Up the Clubs: Light Up the Streets: It successfully reignited the interest of the trade for the new Martell NCF. The brand achieved half of the targeted financial year sales volume within one month of launch.
Re-engaged the younger drinkers with a growth in Facebook followers between 21 to 35 years old representing over two-thirds of its fan base.Ogilvy South Africa took home 23 statues from the Loeries held in Durban, including its 8th Grand Prix in a row. The group’s awards tally was led by an exceptional performance from Ogilvy Johannesburg, which claimed the Grand Prix in Film Communication for Kimberly-Clark “The World’s First Baby Marathon”.
A Donald Trump supporter, left, plugs his ears while passing protesters waving signs and chanting against the Republican presidential nominee at a Trump rally in Denver.
Ogilvy is an award-winning integrated creative network that makes brands matter, specializing in creating experiences, design and communications. Ogilvy Mather Harvard Case Study Solution and Analysis of Harvard Business Case Studies Solutions – Assignment HelpIn most courses studied at Harvard Business schools, students are provided with a case study.
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