The premium cognac brand Hennessy literally speeds up with the latest installment of its large-scale “Never Stop. Never Settle” campaign launched in 2012 to motivate people for meaningful achievements and self-improvement.
Hennessy
Following the last year’s successful collaboration with a modern visual artist KAWS on a limited-edition label design, Hennessy has teamed up with famed NYC-based artist Futura for a series of new creations such as a new limited edition bottle and a custom pair of Converse Chuck Taylor All Star sneakers that accompanies the bottle.
Hennessy has launched a campaign revolving around wild rabbit—no, not as Easter mascot, but as a symbol of motivation which drives us to uncovering new treasures and reaching new heights. For the hilarious, artistic initiative dubbed ‘Never stop. Never settle,’ the cognac brand teamed up with the Droga5 New York agency—the new initiative, feature success icons of our times, is now rolling out online, outdoor, radio, in social media, in print with QR codes and on TV in the USA. The brand asks drinkers “What’s your wild rabbit?”, and encourages them to always move forth with the ‘Never stop. Never settle.’ slogan (which is actually very reminiscent of Johnnie Walker’s iconic ‘Never stop walking’ tagline).
Hennessy now has black ‘crossed’ eyes thanks to one of the most eccentric and unconventional artist, KAWS, who also belongs to the roster of most celebrated talents in the design industry in our days. The signature element—the two little crosses representing eyes—have been already featured on a number of bottles, apparel and merchandize by brands including Dos Equis and Nike to name but a few.
Hennessy, one of the most popular cognacs in the world, which pays tribute to visual art and music as well as to mixology with its numerous projects, launched eight-city tour Hennessy Remixed across the USA. For this, the brand has once again teamed up with celebrity model Toccara Jones, one of the Lady Hennessy team, and Hennessy Master Mixologist Jordan Bushell, who are now sharing the history and art of blending with the brand’s fans stateside.