Moet Hennessy is kicking off a worldwide marketing activation for the VSOP expression from flagship Cognac Hennessy, starting in China.
‘Enter the Show’ centres around a “short film” fronted by Chinese singer Jackson Wang, who has almost 30m followers on Instagram and is the founder of the Team Wang record label. Directed by Paolo Sorrentino, who won an Oscar in 2014 for his film La Grande Bellezza, the 95-second spot will appear on Hennessy’s Social Media channels in China first, rolling out internationally this week and into next year.
The campaign also features an updated “eco-friendly” decanter for Hennessy VSOP that includes a wooden stopper and coating-free labels made from recycled paper.
Click here to view a 30-second clip of the film.
In late July, Moet Hennessy posted a 41.3% increase in sales from the three months to the end of June. Hennessy accelerated its sales during the period as price increases were introduced “in all regions”.
