MARTHA STEWART ACTION FIGURE

For the launch of 19 Crimes Martha’s Chard we created a Martha Stewart action figure.

IDEA

We helped launch Martha's Chard by creating a Martha Stewart action figure handmade by artist Dan Chung. 

"Action Martha" wears a black sequined jacket, black leather pants, and metallic platform sandals (the outfit Martha wore in the promo material for Martha's Chard) and is accessorized with a mini wine bottle, glass, and other Martha-centric accessories like a shovel, and rolling pin. 

We rounded out the release with short films and AR-powered talking wine bottle labels.

RESULTS

The action figure caught the eye of a Today Show producer, and action Martha made a 2-minute (unpaid) appearance on the Today Show where she was embraced (and broken) by host Jenna Bush Hager.

16% increase in brand awareness.

#1 $ GROWTH chardonnay vs. all price segments in the US.

$11.4 MILLION in sales with a repeat purchase rate of 44% and climbing!

#1 WINE INNOVATION item in 2022.

1.2 BILLION PR IMPRESSIONS with earned media from the Today Show, Access Hollywood, People, organic social, and more.

A year later fans are still losing their minds over the Martha action figure with posts like; "MOM. whatever this Martha Barbie doll is I WANT IT 😂😂😂 ."