strategy/positioning: where is my hennessy sidecar?

cognac used to be perceived as an old man’s drink. with new cocktails invented and introduced by our expert mixologist, we had to find a way to share them at appropriate venues and promote cognac as a beverage for many ages. as part of an effort to open up accounts that traditionally did not serve cognac, we hired a band of actors and actresses and sent them out to select bars to order the “hennessy side car”. upon hearing that they did not carry hennessy at that particular bar, they would leave and go to the next bar on their list. a few weeks later, the hennessy account representative would of course happen to show up. this was just part of how the legacy of mixed hennessy cognac was born and became one of the best selling cognacs in the US. view all work related to this project.