Popular Nigerian music star Davido has sparked buzz online after claiming that his influence played a major role in shifting consumer preference from Hennessy to Martell, effectively reducing Hennessy’s dominance in the Nigerian market.
In a recent interview, the award-winning singer and Martell brand ambassador shared insights into how his partnership with the cognac brand had a significant impact on its visibility and sales across the continent. According to him, his endorsement helped grow Martell’s market share in Africa by over 22%, a feat he says was achieved through his personal brand power alone.
“When Martell came, I grew Martell’s GDP in Africa by over 22%. That’s one person doing that—not a team of 10 artists,” Davido said. “Basically, I chased Hennessy out of Nigeria. Go to any club; you’ll barely find Hennessy on the table. It’s Martell everywhere.”
He went on to describe how his contribution was recognized by the brand’s executives, who flew him to Cognac, France, for a strategic meeting. There, he revealed, they formalized his deal and even launched a signature Davido Martell bottle, giving him a stake in the product.
“They flew me out on the Martell Jet to Cognac and we structured the whole deal. I now have my own bottle and a percentage in it. That’s real influence.”
Mixed Reactions Trail Davido’s Bold Claims
As expected, Davido’s comments ignited a flurry of reactions online, with some praising his influence while others questioned the credibility of his statements.
- @Davxtar joked: “He chased Hennessy out of Nigeria but can’t chase Zino’s album from number 1.”
- @michaelwale_ supported the claim, saying: “That’s real influence. It’s safe to say Hennessy is for brokies now.”
- @NuJhayhne remained skeptical: “Must he always exaggerate to make a point? What does he gain from all these wild claims?”
- @AfrokonnectNG defended him: “He’s not lying though—Martell is everywhere now because of Davido.”
- @iamcurious00 offered a practical perspective: “It’s because Hennessy is more expensive than Martell. The economy affected everyone, not just brand loyalty.”
- @_dchairman sarcastically added: “Otunba Lamba don start again. Very soon he’ll say he replaced SportyBet with Stake in Nigeria.”
The Power of Celebrity Endorsement
Davido’s story highlights the growing impact of celebrity endorsements in shaping consumer habits, especially in emerging markets like Nigeria. Whether or not Hennessy’s decline is solely attributable to him, there’s no denying that his association with Martell has given the brand significant visibility—particularly among the youth and nightlife scenes.
As brands continue to leverage star power to penetrate the African market, Davido’s claims—true or exaggerated—serve as a testament to the increasingly influential role of pop culture in driving business growth.
