Hennessy: Wild Rabbit

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Advertiser: HennessyAgency: Droga5Country: United States

Objectives

Launched in April 2012, Hennessy's 'Wild Rabbit' campaign stands as one of the most successful and enduring campaigns in the world of premium spirits. In a category where campaigns come and go at dizzying speed, where brands fall in and out of fashion faster than internet memes there is a certain satisfaction in watching a campaign go from strength to strength year after year, simply by sticking to its guns.

But what looks simple from the outside is anything but. The deep bond between Hennessy, a 252-year old brand...

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