The New ‘Bling’ for Hennessy - Taste

Challenged by brands such as Belvedere and Grey Goose, and perhaps losing ground with the “bling” market, an upgrade is in order.

“Taste is the new bling,” says Ewen Cameron, CEO and ecd at Berlin Cameron United in New York, the agency responsible for the new Hennessy campaign.

Hennessy has long been adopted by rappers as a favorite with shout-outs and even entire songs dedicated to the expensive after-dinner cognac. In “Lost Weekend,” a 90-second spot that is set to debut on flauntyourtaste.com, a matriarch invites a group of young musicians to spend the weekend at her luxury mansion. What follows is a montage of parties, sailing and more parties.

“The urban metro market was evolving and the insight we had was the new ultimate consumption was taste,” said Cameron NY. “Instead of showing off your rims or clothes, it was about showing off the symbols that articulate your taste.”

The website has a manifesto in case you’re not quite sure what “taste” is, but enjoy the rest of the campaign which includes seven Internet spots, three conventional TV commercials and print ads in magazines such as GQ, Vanity Fair and Vibe.

[via AgencyInc]