Hennessy: Wild Rabbit

This case study describes how Hennessy, a French cognac brand founded in 1765, found a more contemporary and relevant way to define itself for its US audience, re-earned the respect of its audience and generated fresh sales momentum.

Hennessy: Wild Rabbit

Agency: Droga5

Background

The 2008 recession put an end to conspicuous consumption that had fuelled Hennessy's growth, making the brand seem passé and out of tune with a changed world. The "Wild Rabbit" campaign returned the brand to growth through a campaign that clearly defined Hennessy's purpose. At its core is Hennessy's mantra of "Never stop. Never settle" which embodies the shared values of the brand and the audience. Both are consumed by the relentlessly quest to further their potential, unfazed by setbacks, not blinded by success.

Idea

In 2014 we launched "The Man Who Couldn't Slow...

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