PRINT / BUS SHELTER / RECIPE DEVELOPMENT 

The task: how to attract a younger audience into the rituals of drinking cognac and make it hip?

Invent a new drink.

The Hennessy Martini - a new twist on a classic.

The campaign consisted of limited edition silk-screened posters created by an artist in France, custom bar ware and social media.

Key influencers placed in bars in key cities around the country ordered Hennessy Martinis and educated bartenders and mixologists unfamiliar with the drink. Videos and images were posted across all social platforms to entice curiosity and build awareness in new markets with a new audience for the brand.

The result was a 58% jump in sales. A twist on a classic was born.