Hennessy

Signature drinks as a tribute to Nas, Biggy, 2Pac and Co

In partnership with
Hennessy
Hardly any other drink in the hip hop scene was named as often as Hennessy, in over 2,500 lyrics! For many years, hip hop has been part of the Hennessy brand DNA as music and lifestyle. That's why Hennessy is celebrating 50 years of hip hop with a special limited edition together with rap legend Nas! We are extending the launch and anniversary campaign in our Kitchen Stories community.

3m

Impressions

440k

Video Views

2%

Engagement rate

briefing

The highlight of Hennessy's anniversary campaign is the joint limited edition with rapper Nas. That is also why our campaign on Kitchen Stories should be about. With simple homemade cocktail recipes, we show our users inspiration and ideas on how differently Hennessy can be enjoyed.

idea

As an homage to the biggest hip hop hits, we created signature cocktails with Hennessy, such as Grandmaster Fresh, Candy Shop or Bubbles & Bling. We accompanied the recipes with a storytelling campaign on our platform and on social media and gave away the Hennessy V.S. edition with Nas as a highlight in a competition.

Content & channels

1 article with GIF & including 5 suitable drink recipes, 1 short video, 1 competition in the article and in the B2C newsletter//Kitchen Stories app and website, B2C newsletter, Instagram, Facebook, Pinterest, YouTube

“Very Special” Signature Look & Feel

In keeping with the outstanding design of the Hennessy Very Special Edition with Nas, we have developed a special look & feel for the recipes and storytelling content that brings the hip hop lifestyle to life — dark, with color accents, graphic design elements and some bling bling. This enabled us to present our signature drinks as stars of the campaign.

Organic commitment through competition

We love hearing what our users think of our ideas and inspirations. That is why we have organized our special competition this time under our brand story (“Cocktails' n 'Rhymes: How to celebrate 50 years of hip hop with five drinks”). The result: over 100 enthusiastic comments and one lucky winner who won a limited edition with 6 matching glasses for his next hip hop house party.

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