David Adeleke, Nigeria’s singer-songwriter (popularly known as Davido), has been named the brand ambassador of the great Cognac House of Maison Martell, and its new ‘Standout Swift’.
As a result, Davido will become an international ambassador for Cognac House with which he shares a sense of freedom and audacity. This, the brand said, would pave way for others and create a legacy for future generations.
For Martell, a ‘Standout Swift’ is someone who challenges convention and opens the way for others – and Davido certainly has that power.
“Davido is fired by the same creative energy as Martell. His songs are a way for him to express his unique talent and bold personality and – above and beyond that – to speak for his generation. Like Martell, Davido is creating a legacy that starts – but does not end – with him,” says César Giron, chief executive officer of Martell Mumm Perrier-Jouët.
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On his part, Davido, who was proud to go on such an incredible adventure with Martell, said both are pursuing the same goal, and opening way for others within their own creative field.
“We share the same idea of rising by lifting others. Through my songs, I want to show the new generation that anything is possible. That’s what I love about Martell’s history and expertise. The capacity to continually reinvent tradition,” Davido further said.
Sola Oke, managing director of Pernod Ricard Nigeria, described the collaboration with Davido as a major step that will further raise the profile of contemporary Nigerian culture and bring it to a worldwide audience.
The new Martell Blue Swift campaign featuring Davido will be unveiled later this year.
Although his songs are the soundtrack to Nigerian nights, Davido’s fame extends far beyond the borders of Africa.
Meanwhile, as the oldest of the great cognac houses, founded by Jean Martell in 1715, Maison Martell is renowned throughout the world for the finesse and elegance of its cognacs, the result of a legacy of savoir-faire handed down through nine generations.
