Trending PR Campaigns
Martell Afrobeats Collection with Davido
Martell teamed up with Afrobeats star Davido and Ghanaian artist Prince Gyasi to create limited-edition cognac bottles inspired by the sound and landscapes of West Africa. The hook is a portrait-led design that turns the bottle into a collectible cultural collaboration, with a VS edition sold in the US and an XO edition launching in Africa.
Why it worked: It hit two timely beats at once—Afrobeats’ global surge and shoppable exclusivity—via a limited drop with region-split availability and celebrity art.
The lesson: Consider pitching a limited, region-split product drop that fuses a rising cultural movement with a recognisable face and instantly purchasable link.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| billboard.com | Davido Teams With Martell for Afrobeats-Inspired Cognac Bottle: ‘It’s Been a Blessing to Help Push the Sound of Afrobeats to the World’ | Tuesday 27th October, 2026 |
| complex.com | Naija To The World: Davido Is Bringing It All Back Home | Thursday 29th October, 2026 |
| artsy.net | Artist Prince Gyasi and singer Davido collaborate on limited-edition Martell cognac bottle. | Artsy | Thursday 29th October, 2026 |
| yrbmag.com | Event Recap: Davido and Prince Gyasi celebrate launch of Martell VS Afrobeats Limited Edition - YRB Magazine | Thursday 29th October, 2026 |
| blackamericaweb.com | Davido And Martell's Afrobeats Launch Brought Out The Melanin [RECAP] | Friday 30th October, 2026 |
| vibe.com | Davido and Prince Gyasi Celebrate Afrobeats Collaboration With Maison Martell | Saturday 31st October, 2026 |
| creativereview.co.uk | Prince Gyasi on bringing African culture to luxury branding | Wednesday 4th November, 2026 |
| martell.com | Martell Davido Limited Edition XO | — |