• Hip Hop Elements, Friday, September 7, 2007 12:30 PM

Hennessy, long a favorite cognac of rappers, is launching a new TV and online campaign that will keep the brand linked to the scene via music created by rapper/producer Pharrell.

"Lost Weekend" is one 90-second spot set to debut on the company's site flauntyourtaste.com. In it, a woman invites a group of young musicians to spend the weekend at a luxury mansion and features a montage of parties, sailing and other decadent pursuits. Print ads will appear in magazines including GQ, Vanity Fair and Vibe.

"Hennessy, volume wise, has a very urban skew to it," says Ewen Cameron, CEO of Berlin Cameron United in New York. "But what was happening in the urban market and the mainstream market was a move to brands like Belvedere and Grey Goose." To reverse that, the agency decided to tout the cognac's taste while linking it to a lifestyle that flaunts its sophistication.

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