- Hennessy has teamed with iconic rapper Nas to release a limited-edition bottle celebrating hip-hop’s fiftieth anniversary, in accordance with a press release. The two will reveal the bottle, complete with a custom “HenNASsy” logo, at a digital event on July 20.
- The effort, part of the cognac’s “Rep Yours” campaign, will notably feature a synthetic intelligence (AI) marketing activation, which it has dubbed Hennessy AI.bum Covers. The tool uses AI to show turns selfies into album covers inspired by various hip-hop eras.
- Hennessy on Aug. 11 can even partner with ambassadors in 14 U.S. markets to rejoice each city’s contributions to hip-hop. Additionally, Nas narrated a movie centered across the genre. The move makes Hennessy one of the newest to market around hip-hop’s milestone.
Hennessy goes all in for hip-hop’s milestone 12 months, collaborating with Nas for a slew of marketing activations that pay tribute to the genre’s impact on society. The cognac has often used its marketing efforts to attract a connection between itself and hip-hop, and the newest move, an expansion of its “Rep Yours” efforts, could help strengthen the ties.
“Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the material of the genre and its global influence for many years,” said Jasmin Allen, senior vp of Hennessy U.S.A. in press details.
At the core of the hassle is the HenNASsy limited-edition bottle logo, which serves at the middle of the brand’s July 20 celebration. Connected to the celebration is the brand’s AI.bum Covers, allowing fans to make use of the buzzy tech as a technique to express their appreciation for hip-hop. The social-first component could deliver an extra layer of excitement and interactivity to the campaign while also helping the brand construct its chops in a landscape that has commanded massive attention by marketers as of late.
Additionally, Nas partnered with Bronx-native photographer Renell Medrano for a movie meant to serve because the rapper’s “love letter” to hip-hop, with imagery of the Hennessy limited-edition bottle riddled throughout. Hennessy and Nas have had ties to at least one one other for the last decade, per release details.
Along with additional celebrations on Aug. 11, a day well known because the birthdate of hip-hop, the brand in press details shared three cocktail recipes for of-age consumers at home seeking to (*50*) the occasion, including The Big Apple, HenNASsy Honey and Incredible Hennessy. Many brands have been quick to leap on hip-hop’s historic 12 months, including Rémy Martin, which partnered with the Universal Hip Hop Museum to launch a series of interactive murals.
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