Hennessy is launching a new cognac blend called Hennessy Black with the support of Swizz Beats and The JabbaWockeeZ.
The “limited launch” will hit “10 markets throughout the US including Arizona, Georgia, Illinois, Indiana, Louisiana, New York City, Ohio, Washington DC and Massachusetts”:
“The launch is being supported by traditional and non traditional advertising including out of home media and digital initiatives all communicating the key “Done Different” strapline….Hennessy Black has collaborated with an eclectic mix of performers on projects ranging from dance, music and video that reflect the premium mixability of the product. This includes a collaboration with…Swizz Beatz that resulted in an original song, “When I Step Into the Club”…”
“The JabbaWockeeZ of “America’s Best Dance Crew” fame will perform live at a star-studded black carpet launch event in New York City on May 5, where Swizz Beatz will join on stage to perform the original song for the first time.”
Key to the campaign is the new Swizz Beats song, When I Step In the Club, with a video directed by Hype Williams and a related dance contest:
“Last week, professional dancers surprised club goers in four major markets when they performed an original “UP/DOWN” dance routine to the new Swizz Beatz song. Following the dance, consumers were handed an all-black business card that directed them to the Hennessy Black website, where they could check out the new Swizz Beatz video and original song, drink recipes and in the coming weeks, videos of consumers creating their own “Up/Down” dance.”
“These clips will also be posted to the Hennessy Black YouTube channel, where consumers will be able to vote for their favorites from each city. The most popular dancers will be flown to LA, where Hype Williams will film them and cut them into a new version of the video.”