Leveraged Nas iconic status and potent cultural equity to give Hennessy cultural relevance and brand lift.
An emotional connective tissue amongst millennials. We were tasked to create an engaging and culturally relevant brand to artist relationship to drive case sales for Hennessy targeting millennials.
1. Identify the core problem with the existing brand audience relationship
2. Research artists who’s audience would have a high affinity for a Hennessy partnership
3. Test amongst a focus group
4. Launch a national campaign supporting the brand communications objectives
integrated Nas into the Hennessy storyline by creating several pieces of short content including an advertising campaign. Campaign, Chase the Rabbit depicted Nas’s preference for the brand and showed an organic connectivity between the artist and the brand. The campaign was further expanded to include at retail POS material, experiential and social/digital integration. Nas’s relationship has become the longest running campaign to date with the Hennessy brand.