Hennessy unveils new brand direction highlighting adaptability

Article Brief:

Hennessy, owned by LVMH and Diageo, launched a new campaign and a fresh visual identity this week, per information shared with Our Website.

The "Made for More" campaign showcases singer-songwriter and actor Teyana Taylor and British actor Damson Idris. This campaign by Wieden+Kennedy Amsterdam aims to highlight cognac as a versatile spirit perfect for cocktails.

Supported by five videos directed by Andreas Nilsson, the campaign is strategically timed during music festival season. The brand is set to have dedicated spaces at festivals, with an initial activation at the Dreamville Festival on April 6 and 7. This festival is curated by J. Cole and features multiple stages for entertainment.

Hennessy's Promotion of Cognac as a Mixer

With the rise in popularity of cocktails, Hennessy is aiming to highlight cognac as an ideal mixer. Through five videos, they demonstrate how Hennessy can be incorporated into various mixology classics like the margarita and the highball. Additionally, a photography series by Micaiah Carter is also being used to reintroduce the brand.

Taylor was selected for her diverse skills, symbolizing the versatility of cognac. Damson, famous for his role as Franklin Saint in “Snowfall,” reveals his charming and witty personality in the ad.

"Our new ‘Made for More’ campaign is all about showing how combining two things can create something even greater, like 1+1=3. It highlights the endless possibilities and presents a different side of the brand focused on beauty, fun, and open-mindedness. This campaign challenges existing brand perceptions and paves the way for a fresh perspective, according to Julie Nollet, Hennessy's global CMO, in a recent press release.

This campaign follows the brand's trend of incorporating music into its marketing strategy. Last year, Hennessy launched an AI-driven campaign to commemorate the 50th anniversary of hip-hop."

Hennessy is known for being a luxury brand. With the growth of cognac sales expected, Hennessy aims to continue dominating the market and venturing into new categories. Despite some challenges in the United States cognac market, as mentioned in a recent Q4 2023 earnings call by LVMH, positioning Hennessy as a mixer could boost sales.

Editor's P/S:

Hennessy's "Made for More" campaign is a clever and refreshing take on promoting cognac. By showcasing the versatility of the spirit and featuring charismatic ambassadors like Teyana Taylor and Damson Idris, the brand challenges traditional perceptions of cognac and positions it as a dynamic and inclusive beverage. The campaign's focus on cocktails and mixology aligns with the growing popularity of craft cocktails, making it highly relevant to today's consumers.

Hennessy's strategic timing, partnering with music festivals, and leveraging the power of social media further solidifies the brand's connection with its target audience. The campaign's emphasis on diversity and inclusivity aligns with the brand's broader commitment to social responsibility and appeals to a wide range of consumers. By positioning Hennessy as a luxury spirit that can be enjoyed in various contexts, the brand strengthens its position in the market and expands its appeal beyond traditional cognac enthusiasts.