Hennessy is going to stir up the alcohol market in Ireland, one of its top five consuming countries, with a new advertizing campaign, developed together with Belfast-born fashion photographer Atton Conrad. The campaign will be launched specifically for the Irish market this month, but there are plans to find new customers across the world with the help of the devised promo materials in future.
The brand’s owner, luxury group LVMH is sure that the loyal 45-yearoldplus drinkers, the core of their consumer, will definitely appreciate the images they are going to present, and hope, that the sale of the cognac will fly up in no time after the drinkers see the prints. The new tagline is ‘A blend of taste and distinction’ — well, Hennessy has always been a brand with an eye for a good taste and knows how to make high revenues even in times of recession.
The heads of the company say that the innovative lighting techniques, which are used by the designer, are going to appeal not only to 40-something drinkers, but to young ones as well. The ad campaign will start this month and will continue up to the end of December. Some of additional images will appear next year both off-line and on-line.