Reclaiming mixology history through culture-led brand storytelling
THE CHALLENGE
Martell, alongside new spokesperson Janelle Monáe, sought to make a meaningful impact during Black History Month by entering cultural conversations authentically—not performative. The brand aimed to drive consideration while spotlighting the often-overlooked historical and contemporary contributions of Black bartenders and mixologists.
THE APPROACH
I developed a three-pronged strategy that blended culture, education, and experience. We created a curated media and influencer mailer in partnership with The Cocktail Courier, featuring ingredients for The Cocktail of the Future crafted by cognac educator Franky Marshall, alongside The Ideal Bartender by Tom Bullock, the first cocktail book authored by a Black American bartender. The campaign extended into Women’s History Month, anchored by a virtual tasting led by ms. franky and cocktail historian Joe P., who guided media through the legacy of Black mixology. Strategic outreach amplified participation and storytelling across lifestyle, culture, and spirits media.
