Hennessy SOCIAL SHAKE UP
Hennessy
Social Shake up
Hennessy. A legendary cognac with 250 years of heritage. Everyone knows the name, but not everyone is aware that Hennessy can be mixed to bring more flavor, depth and complexity to cocktails. Young people struggle to imagine other ways of drinking it beyond neat or very simple mixes.
We needed to shake up brand perceptions and build on Hennessy’s legacy for a new generation – showing its versatility and shift it from your dad’s drink to a cognac that moves at the speed of culture. So we went straight to where culture lives, and took over Hennessy’s global Instagram page.
A series of carousels you can swipe through at loud clubs to avoid awkward explanations to bartenders:
Merch, stickers, and club stamps to deliver the message:
Next, we turned key cocktail ingredients into recipe cards by printing Hennessy mixes directly on the fruits in a corner shop:
Then we dropped a series of eye-catching idents tailored for social feeds, inspiring people to loosen up about cognac and have fun with how they shake or stir Hennessy cocktails – on a buzzing phone or riding a mechanical bull. To show that Hennessy cocktails can be mixed anywhere, not just at a bar or a house party, we also created accessories to inspire people to mix on the go.
My Role / Associate Creative Director
