Hennessy partners with Martin Scorsese, Manny Pacquiao and Erykah Badu in new integrated ‘Wild Rabbit’ campaign via Droga5 New York

Hennessy, the number one selling Cognac brand in the world, has unveiled the brand’s new landmark communications campaign, entitled “Wild Rabbit”, via majority Aussie owned agency Droga5, New York.

This year, Hennessy spotlights luminaries who push the limits of their own potential in music, arts, sports and film, including world champion boxer, politician and businessman Manny Pacquiao; multi-award winning musician, lyricist and poet Erykah Badu; and film-making visionary and philanthropist Martin Scorsese.

The :60 Manny TV spot is live this week and will be followed by the second spot in the campaign, The Chase, on April 19.

VIEW THE MANNY TVC

Representing Hennessy’s largest marketing investment in its two hundred and forty seven-year history, the “Wild Rabbit” campaign provides fans with unique and varied ways to learn from their heroes, share their stories of triumph and draw inspiration from like-minded individuals.

To give consumers an early taste of the “Wild Rabbit,” Hennessy has created pop-up installations in New York City, Chicago, and Los Angeles, allowing fans to virtually interact with digital representations of Manny Pacquiao and Erykah Badu and learn more about their Wild Rabbits.

These installations will ultimately lead to the brand’s launch in New York City on April 5, 2012 where Hennessy will join forces with Martin Scorsese to present $250,000 to the Michael J. Fox Foundation for Parkinson’s Research.  In addition, the Foundation will receive all proceeds from silent auctions of special edition prints by campaign photographer Frank Ockenfels.

Online, Hennessy is quenching fan curiosity by bringing the “Wild Rabbit” campaign to life at NeverStopNeverSettle.com, developed by Droga5 and New Zealand production company Resn. A visually unique, interactive and rich online brand experience, Wild Rabbit chasers will have the opportunity to explore the concept and pick up inspiration along the way. As a reward for their tenacity in the chase, those who venture deeper into the digital rabbit hole can uncover hidden rewards ranging from VIP experiences to event invitations to engagement with Hennessy talent. In addition, users will be able to set a custom soundtrack and download celebrity song lists through Hennessy’s partnership with Spotify.

Hennessy’s “Wild Rabbit” campaign marks the brand’s return to television, where it has not advertised since 2007.  The campaign will also be featured in national magazines and on billboards in top markets. 

“This campaign redefines what it means to be a luxury brand,” said Rodney Williams, Senior Vice President, Möet Hennessy USA. “We are communicating a value that is at the core of who we are as a brand and which resonates with our consumers: that true success is fueled by the spirit of conquest within you; a drive to never stop and never settle.”

“What makes these individuals special is that they are always striving to grow and evolve and reach new levels of achievement,” said Williams. “In championing their stories, we endeavor to tell Hennessy’s story and empower our consumers in their own chase.”

Agency: Droga5 NY

Agent: Brydges-MacKinney