Background

In Nigeria, Premium Brown Spirits like Glenfiddich, Martell, Jameson, and Johnnie Walker dominate over 62% of the Spirit Category Media spend, investing in Pan-Nigeria multi-channel campaigns targeted at the HNWI older generation, however, there is a new generation of consumers. Hennessy currently dominates 66% of the Cognac Category and appeals to the new generation of Premium Spirit Drinkers who are luxury nibblers with a passion for living a high-energy lifestyle using a fusion of Urban Lifestyle, Hip Hop, Fashion, and Art by positioning Hennessy VS as the primary recruitment variant. Hennessy VS ‘All I Need” campaign was launched to recruit, reignite, and deepen the connection with the consumer using Storytelling, and meaningful experiences. We achieved this using a multi-channel approach, we combined PR and Experiential to expand consumption beyond the night into the daytime. We leveraged Innovation and Best-In-Class media execution to showcase opportunities and increase awareness for the brand.

Creative Idea

Our communication platform “All I Need” was drawn from the brand truth that Hennessy is the most aspirational and coolest Premium spirit Brand which provides a platform to expose and nurture new talent, create hip-hop collaborations, and empowers the new generation of consumers.   We crafted our Creative Idea ‘Never Stop, Never Settle’ from Hennessy’s position as the enabler to success and expressed this across Urban Pop culture, using notable African influencers such as Ama Asantewa Diaka; a Ghanaian Author, Del B; a Nigerian Music Producer and Song Writer, Sho Madjozi; a South African Rapper, and Scoop Mahkathini;  a South African TV Host.   Our communication materials were created from the Influencers’ narrative of success and ‘All they Needed’ to succeed. The various copy concepts inspired our TA as they are aspirational, and success driven.

Strategy