Case Studies

The Challenge

The Hennessy Cognac brand, a leader in the category, is typically associated with a settled, older generation of consumers. With the launch of Hennessy Black in 2010, the brand's first major product extension since 1961, the high-class French luxury brand was looking to attract a younger, urban consumer - one who enjoys high-energy club/bar environments after dark. 

The Solution

Hennessy determined that the keys to reaching a new generation was education about the "different" ways to drink cognac and association with hip influential consumers and celebrities. The multi-faceted awareness-building effort included pre-launch local market events to introduce the "Done Different" theme and Dance Done Different national dance contest.

The Results

These efforts successfully shifted consumer perception of cognac and elevated Hennessy's status beyond the cognac category.  The campaign also helped build a brand connection with a new generation of consumers.