Challenge
Integrate Hennessy Privilège V.S.O.P into the lifestyle of 21–34 Bicultural/Bilingual Hispanic males who aspire to drink premium spirits, ultimately driving brand awareness, consideration and purchase.
Insight
The bicultural Hispanic male has a powerful voice and is leading a cultural revolution influencing media, entertainment, music and style. He finds encouragement that his contributions are discovered and positively recognized. Regardless of his budget he still wants to be “lookin’ good” at the club with the right drink in hand.
Hennessy offers him Affordable Luxury.
Solution
Create partnership with Latino radio DJs who blend the sounds of Latino music on the airwaves and know how to share the Privilege (Comparte el Privilegio) with their friends and followers.
The Hennessy Privilège DJ Collective has broke the barrier by educating Hispanics on how to consume Hennessy via thematic quarterly programs around Father’s Day, Mexican Independence, the Latin Grammys and the Holiday season.
Over 200 events have been activated in 2010 with extensive in-store point of sale, radio merchandising, product sampling and public relations.
Results
The partnership with the (6) Latino radio DJs energized the entire system – from distributor to retailers to consumers – as the DJs actively utilized their social networks to promote the brand, key accounts and events.
The program exceeded its key performance indicators and continued in 2011 with expansion into Miami.
Winner of the 2010 LVMH Global Innovation Award
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