Edward Dillon: Hennessy Very Special

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

Campaign details

Agency: Havas DublinCountry: Ireland

Background

As the world's largest producer of cognac, Hennessy is one of Ireland's most iconic spirit brands. However, amidst a declining cognac and dark spirits market (-6.4% fall MAT April 2016 - Neilson Scantrack), Hennessy realised that it must re-position itself as an accessible brand within the Irish market.

One of the brand's main issues was that it was consumed by a predominantly older demographic aged 55+, with spontaneous brand awareness highest among the 45+ demographic at 44% and lowest among 25-44 year olds at just 23% (Red C - 2015)....

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