Smooth. Best-tasting. Award-winning. These are superlatives typically touted in spirit-brand communications. And, after 250 years, Hennessy was no exception. To re-energize the brand and gain approval of a younger cognac audience, while maintaining its longtime loyal base, Hennessy introduced something new, something invigorating, something innate. Enter: The Wild Rabbit. 'Chasing the Wild Rabbit' became the philosophical catchphrase adopted by Hennessy to define the ever-present urge inside many of us who seek that next great challenge and conquer it, whether in life or business. It is a notion aimed at the driven and adventurous attitude of the new generation of Hennessy customers, while respecting the accomplishments and ongoing success of the brand’s longtime fans.

But how do you bring a philosophy to life — especially one that centers on the innocuous notion of a Wild Rabbit? Do it wrong and the campaign becomes comical, risking the sophisticated reputation of an iconic brand. Do it right, and you hook a new generation of cognac drinkers for years to come.

The creative use of celebrities in this campaign would help illustrate the true potential of a Wild Rabbit unleashed. Eschewing the typical talking-head media tours to which celebrities are often relegated in PR, we expanded the experience to include everything from wall-projected interaction with a renowned sports figure to a Wild Rabbit design contest judged by a famous street-artist in conjunction with the Pratt Institute. All carefully crafted triggers to showcase the power and potential hidden in one’s own quest for life’s Wild Rabbit.

Use the notion of 'Chasing the Wild Rabbit' to create a resonating, inspiring and vibrant campaign that:

•Establishes Hennessy as the most popular dark spirits brand among its competitors

•Increases Facebook engagement by 100%

•Secures top-tier media placements in key urban and mainstream media outlets

•Drives users to the NeverStopNeverSettle.com digital hub for exclusive Wild Rabbit (and Hennessy) content

Grow:

•Recent IMPACT report shows Hennessy at #1 in growth for any alcohol brand excluding vodka

•Sales increased 6%; vs. +1% year prior

Drive:

•Awareness, purchase intent, and preference increased via digital channels by 15%, 33%, and 40%

•Post-campaign focus group respondents described the Hennessy image as 'sophisticated', 'classy', 'accomplished', and 'successful'.

Generate:

•1.2 million Facebook Likes; 160% higher than goal

•222,000 digital hub visits and 292,768 video views

•2.85 billion media impressions in 2,278 outlets: The New York Times, E! News, Wine Enthusiast, Chicago Sun Times, ESPN.com, GQ.com, Details.com, Wall Street Journal

•Marquee placements in top urban outlets, including Ebony, Essence, Vibe, Hombre, and Latina

•More than 10,000 influencers attended exclusive launch events in five markets

•Interactive stunts in three markets attracted more than 80,000 curious consumers… in just three nights

Spotting the 'Wild Rabbit':

•Seed influencers with limited-edition “tagged” loot in the form of Hennessy custom sneakers and iPods, making the 'Wild Rabbit' tangible/meaningful to target

•Illustrate real-time Chase for the Wild Rabbit. (We used Nas’ Grammy nomination as an excuse to host a 'Never Stop. Never Settle'. private VIP dinner with influential media.)

Fueling the Chase:

•Created interactive wall-projection displays on major street corners in LA, Chicago and NYC where passers-by could shadow box with a virtual Manny, sing a duet with Erykah and share the experience online

•Welcomed media to Cognac, France, to introduce the Wild Rabbit campaign; legendary street artist Futura toured influencers around the 'Home of the Wild Rabbit' -- the Hennessy Cognac Distillery

Never Stop, Never Settle:

•Introduced the 'Wild Rabbit' to local brand fans via 'Chase Events'

•Developed traveling art exhibit showcasing Futura’s Limited Edition Hennessy bottle

The communication challenge was perplexing and potentially polarizing. How do you maintain a grip on Hennessy’s loyal customers (African-American men, ages 35-54) while attracting a new, younger demographic (African-American/Hispanic men, ages 21-34)? Focus group analysis revealed that 'realizing one’s true potential' resonated with both targets who view themselves as empowered success-seekers. From that notion came the brand’s 'Never Stop. Never Settle.' mantra and 'Chasing the Wild Rabbit' creative platform. Bringing this campaign to life required a careful mix of culturally influential celebrities who speak to both targets in an entertaining and meaningful way through music, sports, art and film.

To differentiate Hennessy from other spirit brands, we used celebrities to bring to life the notion that those who drink Hennessy are part of a group of people who have an unrelenting drive to achieve and succeed. Our strategy was to “go down the rabbit hole” to reveal how enduring, personal quests can lead to major success.

•Using Star Power: Enlist the right influencers who articulate, illustrate and align Hennessy with the notion of 'Chasing the Wild Rabbit' (success).

•Keep it Real: Capture celebrities in realistic settings that naturally reflect their own unrelenting Wild Rabbit chase

•Engage Consumers: Orchestrate interactive visual stunts that allow targeted consumers to engage with Hennessy celebrities in unconventional and inspiring ways.

•Go Down the Rabbit Hole: Create 'Chase Events' that allow everyone to experience the energized spirit of the 'Wild Rabbit chase' while digitally sharing their personal quest.