Hennessy's Brand Refresh: A Strategic Move to Stay Relevant in a Millennial & Gen-Z Driven Consumer Market

In the ever-evolving marketing landscape, legacy brands face a crucial challenge: maintaining relevance and resonance with millennial and Gen Z consumers. As these digitally savvy generations (myself included) wield significant buying power, it’s time for brands to start taking note of our distinct purchasing behaviors. Enter Hennessy… beyond the chokehold the spirit has had on black and hip-hop culture, its reputation is generally known as a sipping drink. Henny on the rocks, Henny straight, or of course… Henny and [insert Coke, ginger-ale, or apple juice]. That’s kind of where it ends… because we’re not talking about the dark time of Henny and Hpnotiq (I despise the spelling but I digress). Recently, Hennessy has decided to shake things up… literally. Hennessy's recent brand refresh serves as a compelling example of how legacy brands can navigate this landscape and connect with today's very discerning consumers.

In its recent brand refresh, Hennessy has pivoted towards a focus on versatility, and meeting audiences where they are as well as what their interests are today.

Hennessy’s “Made for More” campaign positions the iconic cognac brand as the perfect mixer. From margaritas to mules, it showcases its deep commitment to embracing cocktail culture through thoughtful marketing. Leaning into the target market audience, Hennessey leveraged the holy trinity of marketing to engage Millennials and Gen-Z’ers:

1.     Social Media Lifestyle Content

2.     Influencer Partnerships

3.     Personalization

Let’s dive in:

First and foremost, the campaign is fun. Using recognizable faces like singer and actress Teyana Taylor and actor Damson Idris in five (5) thirty-second videos, viewers watch these two beloved artists craft cocktails using the spirit in quirky fashion. During the commercial, viewers are supplied with the very recipe they seeing come to life in the video  for them to try while out or to make at home.

Why it’s brilliant:

This campaign was launched just in time for festival season where concertgoers can experience the cocktails through brand driven interactions at massively attended events like Coachella. People can choose their favorite version of the brand crafted Hennessy cocktail, modify one they enjoy or be inspired to create their own. Experiential marketing is a smart move because allows for immediate feedback, user generated content and encourages those at home to try it as well. This winning combination not only evokes FOMO but also builds community because of the savvy timing.

Overall, this strategic move acknowledges the shifting landscape of consumer preferences and positions Hennessy as a forward-thinking brand that is responsive to market trends.

Understanding the Power of Millennial and Gen-Z Consumers:

While this is primarily about Hennessy's brand refresh, it's essential to recognize the influence of millennial and Gen-Z consumers in shaping the marketplace. With combined spending power constituting around 30% of all spending in 2021, these generations have reshaped consumer preferences and habits. From an emphasis on sustainability and customer experience to a penchant for authenticity and community engagement, millennial and Gen-Z consumers prioritize brands that align with their values and resonate with their lifestyle.

What’s next:

I’d like to see the brand take it a step further and engage social media influencer that have loyal followings and engaging communities because of their online presence to help push the new normal for the brand. Also, I’ve yet to see the more traditional ads pop up on my feed and/or timeline but if all goes well this spring with the initial introduction, I’m sure they’ll start rolling in.

Why Hennessy's Pivot Matters:

In conclusion, Hennessy's brand refresh serves as a powerful example of how legacy brands can adapt and thrive in the face of evolving consumer preferences. By embracing versatility while staying true to its core values, Hennessy reaffirms its position as a timeless brand with enduring appeal. As other legacy brands look to navigate the complexities of the modern marketing landscape, they can draw inspiration from Hennessy's strategic pivot and commitment to staying relevant in a rapidly changing world.

Now, let's drink up... Here's the full list of cocktail recipes. From Mojitos to Negronis. Will you be trying them?

• Hennessy Pineapple

• Hennessy Berry Mojito

• Hennessy Honey Highball

• Hennessy Margarita

• Hennessy Sangria

• Hennessy Apple

• Sidecar Cocktail

• French Negroni

• Hennessy Manhattan

• Hennessy Guava

• French 75 Cocktail

• Old-Fashioned Cocktail

• Hennessy Sweet Tea

• Hennessy Berry

• Hennessy Colada

• The Negronissimo

• Hennessy Paloma

• Hennessy Espresso Martini