MARTELL / SACRILEGE!

Martell’s newest cognac has an awkward problem. They’re banned from even calling it a cognac.

When they changed the spirit’s strict, centuries-old finishing method to appeal to newer, ‘American’ palettes, the French cognac board took action. So on the label of Martell Blue Swift it now reads ‘spirit drink’, not cognac – a liquor only a lawyer could love.

Through film, print and social, we decided to turn Martell’s punishment into their superpower.