PARTNERS IN CONVIVIALITY

The partnership between X3M Ideas and Pernod Ricard started in July 2014. The Steve Babaeko-led team had the vision to be the best local agency providing global solutions to drive innovative marketing ideas and strategies that support and build its clients’ businesses, while Pernod Ricard had the ambition to achieve leadership and become the number one Spirits and Wine company. Both parties’ goals were aligned and so an authentic connection materialised.

The first task was to launch the Chivas whisky brand in Nigeria. X3M ideas came out swinging with the “Taste Of Luxury” campaign in 2015, introducing Chivas as the world’s premier luxury whisky for successful men with refined taste. In the same year, the agency was also heavily involved in “The Venture”, a Chivas project created to reward social entrepreneurs, not just for being successful in business but also for having an impact on their society. The tone was set and the X3M-Pernod Ricard tag-team was going for more wins.

After taking the whisky scene by storm, the trust between Pernod Ricard and X3M had grown stronger so it was time to stop settling and take the relationship to another level. Martell entered the X3M fold in 2015, signing MI Abaga as an ambassador. In 2016, with the help of X3M, the Martell brand made a disruptive opening statement. Riding on “The Plan Was Never To Settle”, Burna Boy was announced as a brand ambassador and Martell got the full attention of competitors.

X3M Ideas began its Jameson journey in 2016 by providing support for trade activations, and then in 2017, the agency helped launch the “Triple Distilled, Twice As Smooth” campaign, breaking the Jameson brand out in all its authenticity as a new culture influencer. Next, Absolut Extrakt was introduced as a spice for nightlife and got hot among party-goers.

It became clear that Pernod Ricard and X3M Ideas together were a super team, and that was when the agency got entrusted with the keys to the kingdom All the Pernod Ricard brands.

In September 2017, X3M Ideas expanded its reach to Southern Africa and it only seemed right for Pernod Ricard to stick with a trusted partner even in a different region. A parallel journey of success began in deja-vu fashion, with Chivas leading the way. The agency helped communicate the brand’s belief that just like their whisky, our unique blend is what makes us who we are, and that with collaboration, greatness is achievable. Then came the Beefeater Pink Gin, a game-changer with a unique identity created by

X3M.

Today, the solid bond between X3M ideas and Pernod Ricard continues to stretch across Africa, and through years of winning together, the super team still creates memorable brands and unforgettable experiences for consumers.