At the request of Pernod Ricard, co-leader in the Wines & Spirits sector worldwide, MEDIACRAT developed a new mentoring program for the French cognac brand Martell.

The key goal of Martell’s Mentoring Program is to highlight unique features of Martell cognac, a product of the oldest French cognac house, as well as to strengthen its link with the French ‘art de vivre’ and Paris as its embodiment in the eyes of Russian connoisseurs.

Russian director Alexey Popogrebskiy shot a film called Paris Complimentary about Martell cognac especially for the mentoring program. MEDIACRAT developed the concept of Martell representation in the Paris format, as well as branding, POS materials, tasting scenario and brand ambassador speech.