Activating a new product for a key target segment

Cognac brand Martell asked us to help understand the opportunities for its product among different ethnicities within the US.

Using extensive ethnographies and focus groups, we developed a qualitative segmentation. We then led an immersive and inspiring ideation session with global and local marketing, sales and agency teams to create launch-pad ideas to bring the new product concept to life among the chosen segment.

The result? A clear activation plan, plus targeted ideas to inspire the launch campaign and roll-out.

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