In a bold claim, Nigerian singer Davido says his partnership with Martell helped edge out Hennessy from the Nigerian nightlife scene, crediting himself for a 22% GDP growth for the brand in Africa.
- Davido stated that his influence alone grew Martell’s GDP in Africa by 22%.
- He claimed Hennessy has largely disappeared from Nigerian clubs due to Martell’s rise.
- Social media reactions range from praise for his branding power to doubts about the claim.
Davido’s declaration sparked mixed emotions online. While some fans applauded his marketing prowess, others accused him of exaggeration. Still, many agree Martell’s increased visibility coincides with his ambassadorship, showing the artist’s commercial pull beyond music.
Could celebrity partnerships reshape Nigeria’s consumer habits long-term? As brands lean on entertainment icons, what does this mean for legacy products and emerging competitors?
