Teyana Taylor and Damson Idris will usher in a new era for cognac

Nostalgia has taken over consumer interest in almost every retail category. In a timely but unexpected twist, the alcohol brands that helped birth these throwback seasons have also begun to resurface.

In a strategic move to reinvent the culture surrounding a heritage cognac brand, Hennessy has teamed up with the talents of buzzer Teyana Taylor and actor Damson Idris to lead the front line of “Built for More” campaign. The campaign aims to disrupt Hennessy's status quo and remind consumers how timeless and beautifully versatile Hennessy cognac can be.

Julie Nollet, Global Chief Marketing Officer of Hennessy shares, “Hennessy is known everywhere, but people don't always know how versatile it is – how it brings more flavor, depth and complexity to all kinds of cocktails. Our new 'Made for more' campaign brings this concept of 1+1=3 to life, showcasing the limitless possibilities and introducing another side of the brand with beauty, fun and open-mindedness. It shakes up perceptions of the brand and builds on its legacy for a new generation.”

To accurately make a real shift in brand representation, Hennessy's line-up of talent for this campaign required selective precision and purposefulness. Luckily, Teyana Taylor's favor for the brand was written long before this campaign was even thought of. As an artist, the star has included the Hennessy reference on several of her records: “How Do You Want It” and “DUI” with the oldest on that list dating back to 2012.

“I've always loved Hennessy,” Taylor shared Rolling rock at the campaign's debut at Dreamville festival last weekend, “[The partnership] she was somewhat spontaneous. Being from New York, Henny is Henny. Even when… you were just little, and your aunts and uncles were [the one’s] Drinking, Hennessy was always a staple.

Teyana, who is not much of a drinker, went on to explain how “[Hennessy is] a very sexy drink indeed. When you think [you’re] growing up with it, when you're sexy with it, Hennessy hits differently.”

Damon Idris also recalls a similar family experience with Hennessy, “The opportunity to work with such an iconic brand was an opportunity I couldn't say no to. When I think of Hennessy, I think of my three older brothers, I think of amazing memories.”

To cement Hennessy's official reintroduction through “Made for More”, Hennessy introduced remixes of popular cocktails with Hennessy cognac as a modest substitute. They exist right now 144 cocktail combinations available at Hennessy.com. Rolling rock Editors were able to sample the following at Hennessy's activation at Dreamville's Music festival last weekend:

Unlike what you'd expect from a typical cognac or dark liquor campaign, the “Made for More” campaign visuals were shot during the day and mostly outdoors. Their key photos feature Taylor sunbathing on a front lawn, Idris relaxing on a rooftop, and several others doing chores or playing outside. On their own, the campaign images position Hennessy as an “anywhere, anytime” adventurous spirit — a departure from the sultry, evening or laid-back vibes you might have come to expect from the brand in years past.

Hennessy enlisted creative agency Wieden+Kennedy in Amsterdam to refine the vision for this activation. See more of Hennessy's latest collaboration at Hennessy.com or reintroduce yourself to the brand in person at a spirits supplier near you.