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HENNESSY ARTISTRY

PURPOSE

Hennessy is an On Purpose brand because it remains focused on its long-standing commitment to the African American community and its love of the arts.

CHALLENGE

Hennessy tasked EGAMI with launching not just a new mark of cognac, but a whole new way of drinking cognac, unfamiliar to urban consumers.

WHAT WE DID

Hennessy Black, the first-ever blendable cognac, was launching in the US with a focus on appealing to the urban millennial male. To get the target to understand that cognac is a great foundation for blended cocktails, EGAMI developed a multi-year program that brought the blending message to life by mixing together the world’s best music, culture and arts in an innovative platform that engaged urbanites. EGAMI leveraged its influencer network and connections in the worlds of music and art, to engage some of the country’s best hip-hop artists to participate in a first-ever concert series that artistically blended together various artists performing together, local art from the communities where concerts were held and sampled new signature cocktails made with Hennessy Black. Named the Hennessy Artistry series, EGAMI embarked on a five-city tour (Chicago, Miami, Detroit, Los Angeles and New York) and created five distinct “moments in time” events that each benefitted the non-profit Americans for the Arts (AFTA) to highlight local non-profit arts organizations while giving each a platform for emerging artists of color to showcase their art at the events. Moreover, the program also served as a fundraiser whereby for every person who “liked” or became a fan of the Hennessy Facebook page, a dollar was donated to AFTA. To build excitement for the program, EGAMI created blended two of the most influential sounds in music to create the ultimate blending experience by showcasing rapper Q-Tip and The Roots, the headline performers of each concert, in a creative short film where Hennessy Artistry was brought to life. Other celebrity artists participated in the multi-city tours including Mary J. Blige, Bobby Brown, Erykah Badu, Chaka Khan, Marsha Ambrosious, Jay Electronica, DJ D-Nice and Big Krit.

RESULTS

Secured placements in agenda-setting media, including USA Today, Associated Press, and The New York Post; as well as in key African-American outlets, including TheYBF.com, BET.com, XXLMag.com, and Hip Hop Weekly. The Hennessy Facebook page increased by 40,000 fans and Hennessy Artistry donated $25,000 to Americans for the Arts in support of arts education.