How Hennessy Creates Desire

Paper Summary:

In this article, the writer notes that Hennessy currently targets young African-American men. The writer points out that a smaller aspect of the campaign is targeted at young African-American women. In both cases, the target audience is urban and professional. The writer maintains that the lynch pins of this campaign are the successful hip-hop performers who have taken a liking to cognac. This essay examines the means by which Hennessy has created a desire for their products among young, urban, African-American professionals.

From the Paper:

"This being the case, the campaign's style has kept close to what is already seen among the self-made performers: photo spreads of carefully groomed, well-heeled African-American men. The pictures are distinctly glamorous, sometimes even iconic, yet always masculine, as whisky is a traditionally male drink and hip-hop is a male-dominated form of music. The masculinity of the photos is always balanced with requisite elegance.
"This is because the hip-hop artists who have been popularizing Hennessy's products have become more and more interested in elegance since they hit the big time. Compare Snoop Dogg's original gangster/jock look from the time his became mainstream viewing."

Sample of Sources Used:

• Hart, Corey. "Individual Media Plan: Advert 335," Hennessy V.S Cognac. March 20, 2006 http://eblueprints.net/resume/files/Hennessy%20Media%20Plan.pdf.
• Gobe, Marc. Emotional Branding. New York: Allworth Press, 2002.
• Biedermann, Hans. Dictionary of Symbolism: Cultural Icons and the Meanings Behind Them, trans. James Hulbert. New York: Penguin Books, 1994.
• Wayland, Robert E., Paul M. Cole. Customer Connections: New Strategies for Growth. Boston: Harvard Business School Press, 1997.
• Winters, Author A., Peggy Fincher Winters, Carole Paul. The Power of Retail Branding: Innovative Marketing Strategies for Achieving BrandPower. New York: Visual Reference Publications, Inc., 2005.

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