US singer/songwriter Teyana Taylor and British Nigerian actor Damson Idris have been recruited to front ‘Made for more’, which breaks this week. Centred around five ads, the campaign aims to “showcase the mixability of the cognac”, the brand owner said
Financial details about the activation were not disclosed.
Joining the five spots will be still-image ads that will run in cities including Berlin, London, Los Angeles, Miami and New York. Specifics about what form the images will take were not immediately available.
“Hennessy is well known everywhere but people don’t always know about how versatile it is – how it brings more flavour, depth and complexity to all kinds of cocktails,” said the brand’s CMO, Julie Nollet. “Our … campaign is … showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open mindedness.
“It shakes up the brand perceptions and builds on its legacy for a new generation.”
Late last year, cognac peer Rémy Cointreau moved to capitalise on down-trading trends in the US for the category by refreshing the marketing for Rémy Martin’s VSOP. “Although VSOP [is] not our number one priority over the long run [in the US], we must take tactical measures on volumes in the short term,” the company said in December.
Rémy Martin VSOP retails for around US$50 per 75cl bottle compared to around $36 for Hennessy VS.
