Hennessy X.O
the challenge
Hennessy X.O has enjoyed popularity amongst niche consumer demographics for many years. The spirit also suffers from confusion in the marketplace regarding its premium standing in the Hennessy family and its price point. In order to combat both challenges, The Brand Agency was tasked with conceiving an experiential activation that targeted a new network and spoke to the spirit’s premium standing in the market.
data-driven results
Over the course of a year, The Brand Agency and Hennessy X.O executives mapped out potential partners that spoke to the spirit’s new targets. The Brand Agency secured talent, negotiated rates and brokered contracts. Through our efforts, celebrity architect Paul McClean was partnered with Academy Award nominee Armie Hammer to create a one of a kind object d’ art that debuted at an experiential event. The team conceptualized a Los Angeles activation and white glove services that would keep the spirit top of mind amongst tastemakers for years to come. Press was invited to learn about the partnership and its resulting object d’ art.
Our team enlisted numerous A-listers to attend the party including names like Alice Eve, Sarah Hyland, Emma Stone, Amy Adams, Kate Beckinsale, Rumer Willis, Nicole Kidman, Tracee Ellis Ross, and Michael B. Jordan amongst many others. As a result, we secured over 29.2 billion media impressions from a variety of top tier entertainment outlets.
