Hennessy | Best Savoured Together

In Asia, Hennessy was perceived as an old-fashioned, luxury drink only reserved for special occasions. Beyond that, it wasn’t a spirit that is regularly associated with meal pairing. 

How can Hennessy convince Asia Pacific millennials that cognac fits into their everyday dining lifestyle? 

Our platform, ‘Best Savoured Together’ addressed our consumers’ consumption barriers by incorporating a strategic framework that identified relatable meal occasions, their core aspects—food, people, atmosphere—and how to pair cognac within these moments. The complementing creative was produced and deployed in a modular-friendly style so each market across the region could adapt assets to maximise relevancy to their local consumers’ needs, leading to an increased consideration of enjoying Hennessy with their meals.