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Martell Afrobeats Collection with Davido

PR Campaign
Tuesday 27th October, 2026

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.

Martell Davido
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