EXPERIENTIAL/PRINT/SOCIAL/WEB/VIDEO

How do you 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 started with the design of a limited edition poster silkscreened by an artist in France and displayed in bars in key cities to pique curiosity.

Key influencers were then placed in those bars. They 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. Custom bar ware supported the bars.

Hennessy sales grew from 400,000 to 2.5MM cases! A twist on a classic was born.