Hennessy’s cognac just dove into the summer spirit.
Its Very Special Cocktails, a collection of ready-to-serve bottled recipes crafted with Hennessy Very Special, has debuted.
Highlanders Creative spots run across paid social (Meta,
TikTok, Pinterest, Reddit, Snapchat), audio (Spotify and SXM), display and print (lifestyle and spirits titles), online video, connected TV services and OOH in New York, Los Angeles, Miami and
Atlanta.
The work promotes the three new options: Henny-Rita, blending lime flavor with the toasted notes of Hennessy Very Special; Henny Berry,blackcurrant and blackberry flavors balanced by
the spice notes of Hennessy Very Special; and Henny Iced Tea, black tea with orange and lemon flavors, complemented by the soft vanilla elements iin Hennessy Very Special.
The campaign
features Gen Z’s cultural voices: Quenlin Blackwell, a comedic creator, promotes Henny Berry, actor/musician Michael Cimino aligns with Henny Rita, and model Salem Mitchell enjoys Henny Iced Tea.
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“Rather than launching the product in a traditional way, we set out to capture a feeling. ‘It’s Henny Season’ marks the arrival of a cultural moment. With Hennessy’s new
ready-to-drink format, we saw an opportunity to create work that steps outside the bar and into outdoor moments that feel immersive, vibrant and alive. The goal was creative that feels true to this
new generation of customers,” Michael Mendieta, Chief Creative Officer, Highlanders Creative, told Agency Daily.
Highlanders Creative work also includes U.S. Army, Nike and
Wranglers.
“Hennessy is again demonstrating its ability to innovate, to be well anchored in its time, to evolve with society, while remaining faithful to its exceptional cognacs. Maison
Hennessy has always balanced deep respect for tradition with an ability to be a pioneer,” added Charles Delapalme, Maison Hennessy CEO.
