Martell named world-renowned artist Janelle Monáe as an official partner for a new brand campaign, “Soar Beyond the Expected,” featuring the brand’s innovative offering, Martell Blue Swift. Through content starring Monáe, the powerful women-led production – a rarity within a male dominated sector – recognizes “Standout Swifts” as those who live life on their own terms, approach their desires with unmatched passion and manifest their personal truths.
As the lead “Standout Swift,” Monáe will partner with Martell to inspire others to be unapologetically themselves and create their own path. This message is boldly brought to life in the creative: Monáe demonstrates that one’s path to success does not have to be linear and the campaign encourages people to seek out the opportunities in their lives that will help them both soar beyond expectations and drive positive change.
“It’s impossible not to be inspired by Janelle Monáe. She’s a boundary breaker, a risk-taker, a truth teller, and a person who truly lives life on her own terms. We couldn’t have found a better protagonist for the next chapter of Martell’s story than Janelle,” said Ann Mukherjee, chairman/CEO, Pernod Ricard North America. “Consumers today want to support brands that share their values and are bold enough to believe that they can make a positive change in the world. With Janelle as our voice and our guide, Martell’s new campaign celebrates those who inspire others to live audaciously.”