Dive Brief:
- Hennessy has teamed with iconic rapper Nas to release a limited-edition bottle celebrating hip-hop’s 50th anniversary, according to a press release. The two will reveal the bottle, complete with a custom “HenNASsy” logo, at a digital event on July 20.
- The effort, part of the cognac’s “Rep Yours” campaign, will notably feature an artificial intelligence (AI) marketing activation, which it has dubbed Hennessy AI.bum Covers. The tool uses AI to turn turns selfies into album covers inspired by various hip-hop eras.
- Hennessy on Aug. 11 will also partner with ambassadors in 14 U.S. markets to celebrate each city’s contributions to hip-hop. Additionally, Nas narrated a film centered around the genre. The move makes Hennessy one of the latest to market around hip-hop’s milestone.
Dive Insight:
Hennessy is going all in for hip-hop’s milestone year, collaborating with Nas for a slew of marketing activations that pay tribute to the genre’s impact on society. The cognac has often used its marketing efforts to draw a connection between itself and hip-hop, and the latest move, an expansion of its “Rep Yours” efforts, could help strengthen the ties.
“Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the fabric of the genre and its global influence for decades," said Jasmin Allen, senior vice president of Hennessy U.S.A. in press details.
At the core of the effort is the HenNASsy limited-edition bottle logo, which serves at the center of the brand’s July 20 celebration. Connected to the celebration is the brand’s AI.bum Covers, allowing fans to use the buzzy tech as a way to express their appreciation for hip-hop. The social-first component could deliver an additional layer of excitement and interactivity to the campaign while also helping the brand build its chops in a landscape that has commanded massive attention by marketers as of late.
Additionally, Nas partnered with Bronx-native photographer Renell Medrano for a film meant to serve as the rapper’s “love letter” to hip-hop, with imagery of the Hennessy limited-edition bottle riddled throughout. Hennessy and Nas have had ties to one another for the last decade, per release details.
Along with additional celebrations on Aug. 11, a day widely recognized as the birthdate of hip-hop, the brand in press details shared three cocktail recipes for of-age consumers at home looking to mark the occasion, including The Big Apple, HenNASsy Honey and Incredible Hennessy. Many brands have been quick to jump on hip-hop’s historic year, including Rémy Martin, which partnered with the Universal Hip Hop Museum to launch a series of interactive murals.
