Hennessy, the number one selling Cognac brand in the world, announced today that its successful “Wild Rabbit” campaign will continue for a second year. Centered on the notion that true greatness is reserved for those who have reached a level of mastery yet still push for more success, the “Wild Rabbit” program draws parallels among the journeys of leading icons in various fields and the paths being forged by Hennessy aficionados. The award-winning campaign, which in 2012 spotlighted inspiring tales of such masters as Manny Pacquiao, Erykah Badu and Martin Scorsese, will add a new ambassador to their ranks: multi-platinum recording artist and rhyme master, Nas.
Hennessy and Nas aspire to inspire with this message. “Our ‘never stop, never settle’ mantra communicates a value at the core of who we are as a brand and resonates with our consumers: pursuing one’s potential comes from an inner drive to continuously grow, continuously improve and seek greater levels of mastery,” said Rodney Williams, Senior Vice President, Moet Hennessy USA. “Nas is not only a master in music, but is blazing new trails in film and philanthropy, among other passions.”
To introduce the Nas partnership, Hennessy will hold a private concert on January 15 at New York hotspot, R Lounge. Hennessy has partnered with Livestream to capture the concert for fans worldwide. The event will then be made available for download via Facebook.com/Hennessy. Additionally, fans will be able to connect with Nas during the concert by submitting questions to Hennessy on Twitter (@HennessyUS) during a live Twitter Q&A.
“This partnership with Hennessy has been almost two decades in the making,” said Nas. “I am honored to be included in the group of previous partners Hennessy has selected over the years and hope this campaign will inspire others to ‘never stop, never settle.”‘
Online, fans can engage with Hennessy on Facebook (Facebook.com/Hennessy), Twitter (@HennessyUS), and at Hennessy.com. Most recently, Hennessy launched an Instagram profile (HennessyUS) that delivers a visually unique, interactive online brand experience and with Hennessy’s other platforms lets fans discover the world of Hennessy and delve into their own Wild Rabbits. 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.
The Wild Rabbit campaign received several major awards since breaking last year, including the Cannes Silver Lions Award in Film Craft, the Impact Blue Chip Brand Award, and the Outdoor Advertising Association of America Out of Home Media Plan of the Year Award.