Hennessy Cognac is poised to reaffirm its Hip Hop credentials in the US, lining up a limited edition bottle for its VS expression and an extension of the ‘Rep Yours’ marketing activation.
Featuring a revised ‘HenNASsy’ logo, the bottle, designed in partnership with rapper Nas, will be released in the country on 20 July. At the same time, an “AI-led, social-first” campaign called ‘Hennessy AI.bum Covers’ is set to run online.
Brand owner Moët Hennessy has timed the moves around Hip Hop’s “official birth date” on 11 August.
While the number of units was not specified, Moët Hennessy said the digital activity will invite consumers to upload selfies to feature on “personalised album covers based on iconic Hip Hop eras”. Nas, who became a brand ambassador for Hennessy just over ten years ago, will also narrate a film that features the new-look bottle, marking the anniversary.
“It means a lot to me to celebrate this legendary moment in Hip Hop history with Hennessy, a brand that has supported me for over ten years,” he said. “Hennessy is part of our culture and continues to inspire generations of Hip Hop fans, so I’m really proud to share our new limited-edition bottle with the world.”
The wider Cognac category is facing challenging times in its key market of the US: Figures from the country’s Control States for the year so far have shown its value sales decline in each month to April versus the corresponding months of 2022.
