Hennessy: Wild Rabbit

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Advertiser: Hennessy Agency: Droga5 Country: United States

Objectives

Launched in April 2012, Hennessy's 'Wild Rabbit' campaign stands as one of the most successful and enduring campaigns in the world of premium spirits. In a category where campaigns come and go at dizzying speed, where brands fall in and out of fashio