• by Fern Siegel , January 9, 2024

Paris-based agency Like Fire has found a new way to attract customers to Hennessy cognacs — curating music playlists.

The experiential-marketing creative is called "Hennessy Vibrations."

The upscale Hennessy boutiques are located around the world. To underscore its international culture, the agency produced 50 hours of music from various genres, including jazz, soul, Amapiano, Drill, AfroBeat and R&B. The music includes hip-hop performers Nas and Jay Z, as well as Santana and Musa Keys.

"Music has always been a big part of Hennessy DNA. Giving special attention to the in-store curation offers customers a rich experience, in line with the brand values. We help amplify the culture associated with Hennessy and provide an overview of its historic and actual ambassadors through music," Like Fire co-founder Ludovic Houdré told Agency Daily.

The Hennessy boutique in London's famed Harrod's showcases Hennessy’s Editions Rares cognacs, some bottles date back to the early 19th century. The company recently opened a boutique in Shanghai, China.

Like Fire connects brands to audiences through music and cultural activations. Some of its clients include TikTok, Diptyque, Givenchy, Amazon Music and Armani Beauty.