Hennessy launches campaign with Teyana Taylor and Damson Idris

Cognac brand Hennessy is looking to “shake up” perceptions of the brand through its latest marketing campaign featuring British-Nigerian actor Damson Idris and US singer, actress and model Teyana Taylor.

Hennessy has announced the launch of its ‘Made for more’ campaign with the two stars this week, featuring a series of five short films by director Andreas Nilsson and visuals shot by fashion photographer Micaiah Carter.

The brand, one of the ‘big four’ Cognac houses, is aiming the campaign specifically at a younger generation of drinkers. It hopes to “shake up people’s perception of the brand”, according to a press release put out by the Cognac producer.

Five cocktails feature in the campaign’s short films, designed to emphasise the mixability of the spirit.

Julie Nollet, Hennessy’s global chief marketing officer, said of the campaign: “Hennessy is well known everywhere but people don’t always know about how versatile it is – how it brings more flavour, depth and complexity to all kinds of cocktails. Our new ‘Made for more’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open mindedness. It shakes up the brand perceptions and builds on its legacy for a new generation.”

Hennessy’s shift towards targeting younger generations is a reflection of a bigger trend within the category. As Kate Malczewski reported for the drinks business in December, Cognac houses are responding to tougher times with a raft of new initiatives, including recruiting Gen Z to the category.

On-trade consumers in bars and restaurants across the US are spending less on Cognac, according to recent data, but Hennessy is the only brand bucking the trend. The LVMH-owned brand is responsible for taking in over 85% of all category sales in the US on-premise, according to Union.

The focus on mixed drinks in its latest global campaign will push a fresher image for the brand, with the aim of upping interest from younger consumers. Cocktails featured in the campaign are twists of classics, including a spin on a margarita, mojito and highball. Damson Idris is best known for playing Franklin Saint in Snowfall. Teyana Taylor rose to fame after appearing the music video for rapper Kanye West’s song Fade. She is a singer-songwriter herself, and starred in 2023 film A Thousand and One.

The campaign launches globally on 8th April, with imagery rolling out in cities including New York, Miami, Los Angeles, London and Berlin.