‍ Business challenge:  
‍ The cognac segment is stagnant due to competitive brands targeting the same male consumer. 

‍ Our answer:
‍ By delving into the arcane secrets of the market, we unraveled a mystical insight: women savor cocktails more than men relish neat sips of cognac. With this enchantment in mind, we summoned a new kind of magic, the first cognac brand to feature a female ambassador. In our quest to find the most influential personality, we happened upon DJ Zinhle, an enchantress of unparalleled renown in the realm of South Africa. Together, we conjured a spell of wonder, beckoning forth the untapped potential of the female market.

‍ Outcome:
‍ Shift in brand engagement and shopper behavior from female.