Teyana Taylor and Damson Idris Tapped to Usher in a New Era For Cognac

Jessica Seib
·3 min read
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Nostalgia has taken consumer interest by storm in almost every retail category. As a timely, yet unexpected succession, the alcohol brands that helped to birth these throwback eras have also begun returning to the surface.

In a strategic move to reinvent the culture surrounding a legacy brand of cognac, Hennessy has partnered with the talents of the multi-hyphenate Teyana Taylor and actor Damson Idris to lead the forefront of their “Made for More” campaign. The campaign aims to disrupt Hennessy’s status quo and remind consumers of how timeless and beautifully versatile Hennessy’s cognac can be.

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Julie Nollet, Global Chief Marketing Officer at Hennessy shares, “Hennessy is well known everywhere but people don’t always know about how versatile it is – how it brings more flavor, 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.”

To accurately nail a genuine shift in the brand’s representation, Hennessy’s talent line up for this campaign required selective precision and intentionality. Luckily, Teyana Taylor’s favor towards the brand was written long before this campaign was even a thought. As an artist, the star has included mention of Hennessy in of her several records: “How Do You Want It” and “DUI” with the oldest of this list dating back to as early as 2012.

“I’ve really always loved Hennessy,” Taylor shared with Rolling Stone at the campaign’s debut at Dreamville Festival last weekend, “[The partnership] was kind of a no-brainer. Being from New York, Henny is Henny. Even when you…were just a youngin’, and your uncles and aunts were [the one’s] drinking, Hennessy was always a staple.”

Teyana, who is not a heavy drinker herself, went on to explain how “[Hennessy is] actually a very sexy drink. When you think [you’re] grown with it, when you’re sexy with it, Hennessy hits differently.”

Damon Idris also recalls a similar familial experience with Hennessy, “The chance to work with such an iconic brand was one I just couldn’t say no to. When I think of Hennessy I think of my three older brothers, I think of amazing memories.”

To solidify the formal reintroduction of Hennessy via “Made for More”, Hennessy introduced remixes of popular cocktails with Hennessy’s cognac as a modest substitute. There are currently 144 cocktail combinations available on Hennessy.com. Rolling Stone editors were able to taste test the below at the Hennessy activation at Dreamville’s Music festival last weekend:

  • Hennessy Berry Mojito: mixed with Cognac, Lime Juice and Simple Syrup. Garnished with Berries and Fresh Mint,

  • Hennessy Paloma: mixed with Cognac V.S.O.P., Grapefruit Juice, Soda Water, Agave Syrup. Garnished with Grapefuit

Unlike what you’d expect from a typical campaign for cognac or dark liquor, the “Made for More” campaign visuals were shot during the daytime and primarily outdoors. Their lead images feature Taylor sunning on a front lawn, Idris lounging on a roof and a myriad of others conducting house chores or playing outdoor games. As stand alone, the campaign imagery places Hennessy as an ‘anywhere, anytime’ adventurous spirit — moving away from the sultry, evening or lounge vibes that you might have expected from the brand in years past.

Hennessy enlisted creative agency Wieden+Kennedy in Amsterdam to perfect the vision for this activation. Check out more from Hennessy’s latest collaboration yourself at Hennessy.com or reintroduce yourself to the brand in person at a spirits supplier near you.

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