Hennessy refreshes brand with a focus on versatility

Dive Brief:

Hennessy, owned by LVMH and Diageo, launched a new campaign and a fresh visual identity this week, per information shared with Marketing Dive.
The “Made for More” campaign features singer-songwriter and actor Teyana Taylor and British actor Damson Idris. The Wieden+Kennedy Amsterdam campaign is meant to position cognac as a versatile spirit ideal for cocktails.
The campaign is supported by five videos directed by Andreas Nilsson and is timed to music festival season. The brand has plans for dedicated spaces at festivals, and has already activated at Dreamville Festival on April 6 and 7. The festival is a multi-stage event curated by J. Cole.

Dive Insight:

With the explosion in popularity of cocktails, Hennessy is looking to promote cognac as the perfect mixer. The five videos are meant to showcase how Hennessy can be used in an array of mixology staples, such as the margarita and the highball. In addition to the videos, there’s also a photography series by Micaiah Carter to help reintroduce the brand.

Taylor was chosen due to her versatile talents, which is meant to be a parallel for the versatility of cognac as a spirit. Damson, who is best known for his portrayal of the villain Franklin Saint in “Snowfall,” shows off the witty and charismatic side of himself in the campaign.

"Our new ‘Made for More’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open mindedness. It shakes up the brand perceptions and builds on its legacy for a new generation," said Julie Nollet, global CMO, Hennessy, in a press statement.

The campaign continues a music-driven focus for the brand. Last summer, the brand launched an AI-driven campaign meant to celebrate the 50th anniversary of hip-hop.

Hennessy has long positioned itself as a luxury brand. As cognac sales are predicted to grow, Hennessy hopes to maintain its grip on the market while also expanding into new categories. However, the cognac market has hit hiccups in the United States, per a recent Q4 2023 earnings call from the brand’s parent company, LVMH. Positioning the brand as a mixer could help Hennessy drive sales.