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 pain points, The Brand Agency was tasked with ideating an experiential activation that targeted a new network and spoke to the spirit’s premium price point.
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. Both personalities spoke to the spirit’s new target demo and used their platforms to create a one of a kind object d’ art to be debuted at an experiential event. The team conceptualized a Los Angeles activation and white glove services that would keep the spirit top of mind 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 big names like Armie Hammer and Michael B. Jordan amongst many others. We capitalized on our guest list to secure attendance from top publications as well as coverage of the festivities. As a result, we secured over 29.2 billion media impressions on a variety of top tier entertainment and lifestyle outlets.
