Ballantine’s
Ballantine’s has a rich heritage in music, celebrating a decade of its True Music platform last year. With the True Music Icons series, Ballantine’s pays tribute to the 20th century’s most revered music icons, bridging the worlds of whisky and popular culture.
This year, Ballantine’s added two superstars to its True Music Icons collection. The latest release honours two of pop’s most influential musicians: Elton John and John Lennon. The new limited-edition bottles pay tribute to their enduring impact on global music culture by incorporating their iconic signatures and personalities into the collectable designs.
The Elton John edition features a holographic “E” star logo inspired by the design of his Diamonds greatest hits collection, while the John Lennon edition showcases what has become Lennon’s logo, his unmistakable self-portrait sketch.
The pairing of these pop legends for the latest releases in the series was no accident. The bottles not only celebrate the musicians’ individual achievements, but also their friendship, which culminated in John Lennon’s single release of “Whatever Gets You Thru The Night”, featuring Elton John, and their legendary performance together at Madison Square Garden in 1974.
Both Elton John and John Lennon are artists who are all about doing things their own way. They have not only contributed to music culture, but defined it, by staying true to who they are – a mindset that reflects the spirit of what Ballantine’s stands for, inspired by our pioneering founder George Ballantine.”
Martell
Martell has an audacious ability to cross borders, resonating with diverse cultures who identify with the brand’s spirit, perfectly expressed in its soaring swift symbol. This mobility is demonstrated by the accelerated growth of the brand in Africa, with Nigeria and Kenya showing exceptionally strong performance, and South Africa representing some great growth opportunities to unlock, as it is the continent’s biggest Cognac market. FY25 volume sales for Africa were +47%.
Davido returns to be the Standout Swift ambassador for Martell and Afrobeats
Nigerian Afrobeats superstar Davido reprised his role in the Standout Swift campaign. Building on the success of the last campaign, this second chapter celebrates the global rise of Afrobeats.
Transcending local origins to inspire cultures the world over, the story of Afrobeats reflects Martell’s 300-year journey, united by the shared spirit of audacity, as captured in the campaign film.
The Martell Tower in Lagos
Building on this momentum, Martell - the #1 Cognac in Nigeria(1) - staged the Martell Tower in Lagos, with four floors of immersive brand engagement deepening trade and consumer education. Approximately 3,000 guests attended the product tasting, mixology workshops, gastronomy, fashion and, of course, music experiences that gained earned media reach of 64.6 million.
The Davido campaign and subsequent engagement shows how it’s possible for Martell’s brand value of audacity to resonate locally through authentic connections and content. More than just a campaign, it’s a blueprint for how spirit brands can grow by being bold, relevant, and deeply in tune with regional dynamics and premiumisation aspirations.”