• by Fern Siegel , April 8, 2024

Hennessy, a highly regarded French cognac, has enlisted American singer Teyana Taylor and British-Nigerian actor Damson Idris ("Snowfall") to carry its latest campaign message “Made for More.”

Wieden+Kennedy Amsterdam, named Hennessy's new global agency of record, did the creative and strategic work for the campaign, which launches globally on April 8.

“Made For More” focuses on the mixability of the spirit and suggests a more eclectic approach to the brand. Five off-beat mixing spots illustrate how any drink can be made "more" by adding Hennessy – including margaritas, mojito and highballs.

Julie Nollet, Global Chief Marketing Officer, Hennessy, noted: “Hennessy is well known everywhere, but people don't always know about how versatile it is – how it brings more flavor, depth and complexity to all kinds of cocktails. Our new ‘Made for More’ campaign is bringing to life this notion of 1+1=3, showcasing the unlimited possibilities and introducing another side of the brand with beauty, fun and open-mindedness. It shakes up the brand perceptions and builds on its legacy for a new generation.”

The spots were shot by director Andreas Nilsson.

“Damson Idris and Teyana Taylor are two artists who are exploding at the moment, and I wanted to make sure we captured their essence. Even when he’s playing, Damson exudes style! And Teyana is just the epitome of cool. These qualities shine through in spades and fit perfectly with this new direction for Hennessy,” said Nilsson.

Based in the heart of the Charente region, the LVMH-owned brand is the bestselling cognac in one-third of polled bars and a top-three serve in more than 60%, according to Drinks International's January 2024 Brands Report, which surveys 100 top bars worldwide.