Hennessy: 2020 Tmall super brand day

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Campaign Details

Brand: HennessyAdvertiser: DiageoAgency: Ruder FinnCountry: China

Campaign objectives & challenges

  • Explore new consumption occasions

    • Food pairing is one of the most important consumption occasions for spirits in the Chinese market and both local and foreign spirits brands have been competing for years to stand out. In order to achieve business growth, a new subdivided consumption occasion must be found in this red ocean.

  • Attract new consumer groups

    • As one of the most famous luxury cognac brands in the world, Hennessy has been rooted in China since 1869. As the Chinese young...

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