Founded in 1765 in France, Hennessy is a cognac brand that experienced meteoric growth in the 1990s as the spirit of choice for hip-hop tastemakers.

We rebooted the brand in 2011 following a Great Recession and wholesale shift in audience preferences that had hit Hennessy hard. The Wild Rabbit campaign reframed Hennessy from superficial status symbol to champion of the tireless pursuit of potential. The campaign struck a chord with its young, multi-cultural audience and sales took off.

Hennessy was not content to rest on its success. Cementing its leadership in cognac was one goal; winning respect and leadership within the wider world of premium sprits was another. It would set out to overtake the three leaders in spirits: Johnnie Walker, Ketel One and Patron.

We needed to connect even more deeply with millennial drinkers’ hopes and fears. Eager to pursue his potential and contribute to the greater good, our target felt held back by obstacles not of his making: student loans, a “jobless recovery” and wage stagnation.

We observed an emerging trend that reframed these challenges: the idea of success as a journey, taking place over time, not in a flash of instant gratification. The idea lied at the core of Hennessy’s process – faith in making a product that will not be enjoyed for years to come.

This led us to a unique and exciting strategic thought that Hennessy could own - “Investing in oneself with patience and dedication is what separates the master from everyone else”.

The challenge was to bring it to life in a meaningful way. Our search uncovered the remarkable story of Sir Malcolm Campbell, an English racecar driver who’d set nine land-speed records in the 1920s and ’30 yet never stopped setting and breaking new records. His relentless need to fulfill his potential unfolded over the course of decades.

We brought this idea to life in multiple channels, using the revered rapper Nas to lend his gravitas to the narration.

The results beat every benchmark. Sales increased by a dramatic 14.4% - unheard of for a large brand like ours. Even better, 2014 marked the first year in which Hennessy beat Johnnie Walker, Ketel One and Patron in sales, making it a true leader in spirits.

By connecting with its audience in a powerful way Hennessy was able to accelerate its momentum - truly a brand whose progress could not be slowed down.