Inspired by Davido’s epochal influence in the Music industry along with a strong background in inspiring and realising potential in rising talents – and Martell’s origin of redefining conventions.
Martell, the oldest of the great cognac houses is proud to announce the launch of its brand-new campaign; Be The Standout Swift, starring singer-songwriter and record producer, Davido.
A “Standout Swift” is someone who charts new paths, conquers the unfamiliar, and faces the world with courage and audacity. As the lead “Standout Swift“, Davido will collaborate with Martell to inspire others to be resilient, bold and have the courage to create their own path. The message is clear; in a society where there are so many expectations and conventions, we must embrace the spirit of audacity and challenge status quo.
In a film directed by Meji Alabi, Davido demonstrates that true journey to success is for the benefit of many. This comes through with the introduction of Liya, a rising talent, who Davido has been mentoring and supporting.
‘’We understand the limitations that exist for the typical Young Nigerian living in Nigeria, but we also know that what makes a Standout Swift is the can do spirit that Davido is about” says Sola Oke, the Managing Director of Pernod Ricard. “Inspired by the Martell Spirit, Martell is proud to share our history and essence by challenging Younger Nigerians to own their narratives and join Martell in being bold about how far they’ve come’’
Davido has steadily risen to become one of Africa’s most known musicians over the last decade. Despite his privileged background and illustrious family, he defied society’s expectations and forged his own route in the music industry. He has not only continually elevated the bar, but he has also provided many possibilities for Nigeria’s talented musicians and creatives.
“I am proud to go on this incredible adventure with Martell, as I know we are pursuing the same goal: opening the way for others, each within our own creative field. We share the same idea that we rise by lifting up others. Through my songs, I want to show the new generation that anything is possible. That’s what I love about Martell’s history and expertise: the capacity to continually reinvent tradition,” says Davido.
Since Martell’s founding, the brand has been opening doors within the cognac category and pushing the boundaries of innovation, as embodied by Martell’s Blue Swift expression. Made of V.S.O.P cognac, matured in French oak casks and finished in Kentucky bourbon barrels. This innovative expression is a first for the cognac category.
To learn more about Martell and the brand’s campaign with Davido, visit www.martell.com. For those interested in connecting with Martell at activations with Davido, be sure to follow Martell at @martellnigeria on Facebook and Instagram.
About Maison Martell
Founded as far back as 1715, Maison Martell is the oldest of the finest cognac houses. It is renowned worldwide for its expertise as well as the finesse and elegance of its cognacs, which are the result of a nine-generation legacy of savoir-faire. The bravery with which Maison Martell has challenged convention to develop new expressions of cognac, notably the iconic Martell Cordon Bleu in 1912, is distinct for its flaming passion for its craft and a genuine commitment to the soil. Marked by the audacious ability to pioneer new expressions with ardour, The swift, the House’s historic emblem, represents the House’s free spirit.
About Pernod Ricard
With consolidated sales of €8,448 million in FY20, Pernod Ricard is the world’s No. 2 in wines and spirits. The Group, which was formed in 1975 by the merging of Ricard and Pernod, has grown steadily through organic expansion and acquisitions, including Seagram (2001), Allied Domecq (2005), and Vin & Sprit (2007). (2008). Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jout champagnes, a portfolio of Jameson Irish whiskey, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin.
Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to act as true on-the-ground ambassadors for the company’s concept of “Createurs de Convivialité.” Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders, as confirmed by the Group’s strategic plan, “Transform and Accelerate,” which was implemented in 2018.
The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics, as illustrated by the 2030 Sustainability and Responsibility roadmap supporting the United Nations Sustainable Development Goals (SDGs), “Good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis. Pernod Ricard is also a United Nations’ Global Compact LEAD company. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.