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Hennessy Pitch

The Brief:

Recruit 21-29 year old spirit drinkers to adopt Hennessy and see it as a brand that reflects their aspirational lifestyle through social media.

Problem

Young people are redefining what success looks like for them, which means that Hennessy – a brand that feels reserved for an older demographic – doesn't have a spot at the table to represent their success. 

Insight

​X-Factors are bonded 
by their love of, and participation in their communities, and this  creates the reflection of luxury that they desire.

Strategy

Get X-Factors to see Hennessy as a part of their own journey to success by opening up our participation in a broader range of subcultures and communities. 

Creative

The creative team went to work, coming up with ways to infiltrate Gen-Z communities and drive recruitment within emerging subcultures that matter most to the target.

  • Soundcloud
  • Instagram
  • LinkedIn
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