Hennessy is setting out to refresh its brand image with its latest advertising campaign, starring British-Nigerian actor Damson Idris and American singer, actress, and model Teyana Taylor.

This week, Hennessy revealed its ‘Made for More’ campaign, spotlighting the duo in a collection of five short films directed by Andreas Nilsson, complemented by imagery captured by fashion photographer Micaiah Carter.

Aiming to reach a younger cohort of consumers, the renowned Cognac house, one of the ‘big four’, is endeavouring to transform how the brand is perceived, as highlighted in a press release from the Cognac maker.

The campaign’s short films showcase five cocktails, highlighting the spirit’s versatility in mixology.

Julie Nollet, Hennessy’s global chief marketing officer, shared her insights on 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.”

The brand’s pivot to engage younger drinkers mirrors broader trends within the sector. As reported by Kate Malczewski for the drinks business last December, Cognac producers are innovating with new strategies to attract the Gen Z demographic amidst challenging times.

Despite a downturn in Cognac spending in US bars and restaurants, Hennessy stands out as the exception. Owned by LVMH, the brand commands over 85% of all US on-premise Cognac category sales, as per Union.

With a fresh take on classic cocktails, the campaign aims to rejuvenate the brand’s image, sparking interest among younger patrons. The campaign features modern interpretations of classic drinks like margaritas, mojitos, and highballs. Damson Idris gained fame for his role as Franklin Saint in the series ‘Snowfall’, while Teyana Taylor, known for her appearance in Kanye West’s ‘Fade’ music video, is a talented singer-songwriter and starred in the 2023 movie ‘A Thousand and One’.

Set for a global launch on 8th April, the campaign’s visuals will be showcased in major cities including New York, Miami, Los Angeles, London, and Berlin.


Sam Allcock, a seasoned entrepreneur with over two decades of expertise in Food & Drink Editorial.

Leave A Reply