Audacious African Success celebrated through Martell Blue Swift’s “Be The Standout Swift” Campaign 

Martell, the oldest and greatest of cognac houses, proudly introduces its South African launch of the global “Be The Standout Swift” campaign with the debut of Martell Blue Swift. This campaign celebrates audacious African success, featuring Nigerian singer-songwriter and record producer Davido. It is a tribute to those who, like Davido, chart new paths, conquer the unfamiliar and face the world with courage and audacity.

Davido, Africa’s leading “Standout Swift,” continues to collaborate with Martell to inspire others to be bold and resilient and to create their paths. In a society where there are so many expectations and conventions, this campaign urges us to embrace the spirit of audacity and challenge the status quo.

“This campaign exemplifies the multiple channels towards the attainment of success instead of following the conventional and mundane routes. The Standout Swifts seek to inspire and empower the unrelenting pursuit towards living with courage, conviction and being unapologetically yourself,” explains Nonkululeko Mcanyana, Market Activation Manager at Pernod Ricard South Africa.

For three centuries, Martell has disrupted the cognac category, and through the introduction of Martell Blue Swift, the first ever spirit drink made of cognac VSOP then finished in Bourbon casks, it has brought a unique and flavorful offering. 

“Martell is committed to driving positive change and celebrating those who boldly take on challenges to benefit many, instead of conforming to codes that favor a few. The campaign features Davido, inspiring people to pave their path and challenge the status quo, not just for their benefit but for the benefit of those around them,” continues Mcanyana.

Martell invites all those who share the same courage and audacity as the House of Martell to chart new paths and enjoy Martell Blue Swift with the confidence that their unrelenting spirits, like that of Davido, are celebrated by us.