In an era when historical brands typically struggle to stay relevant, Hennessy, the world’s largest cognac manufacturer, has radically redefined its engagement approach. The launch of its current worldwide campaign, “Made for More,” is a watershed point in the brand’s 250-year history. This campaign, led by the creative talents of Wieden + Kennedy Amsterdam, is a vivid proclamation of Hennessy’s adaptability and dedication to transcending typical consumption habits.
A Fusion of Tradition and Innovation
At the core of “Made for More” is the desire to highlight Hennessy’s versatility. Long admired for its rich, complex tastes when sipped neat or on the rocks, the campaign casts the spirit in a new light—as a dynamic component of creative cocktails. This new approach is not only about broadening the drink’s uses, but also about expanding the social and cultural experiences it may foster.
The campaign, directed by the acclaimed Andreas Nilsson, is recognised for his particularly quirky and entertaining visual style. It includes five videos that blur the barriers between imagination and reality. Through the fascinating storytelling of British Nigerian actor Damson Idris and American singer and actress Teyana Taylor, viewers are transported to a fanciful realm where drinks are changed rather than just made.
Cultural Icons on the Forefront
The selection of Idris and Taylor as the faces of “Made for More” is a deliberate acknowledgment to Hennessy’s dedication to cultural resonance. Both celebrities, with their diverse abilities and links to music and acting, personify the campaign’s ethos of invention and innovation. Their easy charm and ability to bring the brand’s vision to life are captured in breathtaking photos by fashion photographer Micaiah Carter, adding to the campaign’s appeal to a modern audience.
Redefining Heritage for a New Generation
Julie Nollet, Hennessy’s Global Chief Marketing Officer, stresses the campaign’s central message: Hennessy is more than simply a drink; it’s a fuel for creativity. The concept of combining Hennessy with other ingredients to create something larger than the sum of its parts – reflected in the campaign’s motto, “1+1=3” – aims to highlight the brand’s limitless potential.
The “Made for More” campaign is more than just an advertisement; it is a purposeful effort to reposition Hennessy in the present cultural scene. By promoting adaptability and breaking away from the constraints of conventional cognac consumption, Hennessy is making a convincing argument for its relevance to a new generation of drinkers. This approach is obvious in the campaign’s global launch, which targets key cities globally, indicating Hennessy’s desire to not only preserve its commercial supremacy but also to increase its cultural imprint.
A Visionary Approach to Brand Legacy
As Hennessy faces the challenges of marketing a legacy brand to a younger, more dynamic audience, “Made for More” demonstrates the potential of creative innovation in branding. It demonstrates the brand’s vision in accepting change and commitment to interacting with customers in meaningful, culturally relevant ways.
In an era where brand legacies are constantly being rewritten, Hennessy’s “Made for More” campaign ushers in a new chapter in its history, one that pledges to maintain the brand at the forefront of innovation and cultural connectedness. It’s a strong declaration of intent: Hennessy is designed for more than simply the present moment.
