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By Chinenye Anuforo
Martell has intensified its consumer engagement strategy in Nigeria with the extension of its Martell On The Move campaign to Abuja, following an earlier rollout in Lagos.
The campaign features The Swift Ascendant, a 14-foot travelling art installation inspired by Martell’s iconic swift symbol, which represents freedom and forward motion. The installation is touring key cities across the country as part of the brand’s experiential marketing push.
Created in collaboration with Nigerian artist Dotun Popoola, the sculpture is constructed entirely from discarded scrap metal, underscoring themes of reinvention and sustainability. The initiative aligns with a growing emphasis on environmentally conscious creativity within the luxury segment.
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The Abuja activation reached a major highlight on March 21 with an event at Fuego Lifestyle, where guests were introduced to the installation through a curated experience combining music, cocktails and immersive brand elements.
Speaking on the campaign, Marketing Director at Pernod Ricard Nigeria, Evane Chenuet, said the move to Abuja reflects the brand’s intention to connect with audiences in cities that embody ambition and cultural dynamism.
She added that the collaboration with Popoola was designed to merge Martell’s heritage with contemporary artistic expression, creating a piece that resonates with modern consumers.
Martell has also encouraged Abuja residents to engage with the campaign by sharing photos and videos of the installation as it moves across the city.
The Martell On The Move campaign is expected to continue its nationwide tour, with additional activations planned in other locations.
