Break Out
The Challenge
Hennessy XO was launching a new cognac targeting the post 90’s Chinese. The problem was how do we reach and engage them when their level of sophistication to cognac is low. They considered it their father’s drink.
Hennessy XO was launching a new cognac targeting the post 90’s Chinese. The problem was how do we reach and engage them when their level of sophistication to cognac is low. They considered it their father’s drink.
Hennessy XO was launching a new cognac targeting the post 90’s Chinese. The problem was how do we reach and engage them when their level of sophistication to cognac is low. They considered it their father’s drink.
The Solution
Chinese millennials are heavily influenced by their parents, they are raised and nurtured by traditional values. Outside of the family home, they live a unique digital life, a different persona online vs what they display at home offline. Based on this context, we came up with the breakthrough idea “Break Out”. We wanted to tap into the mindset of breaking free from conventional routines, from the day-to-day norms of Chinese millennials. We positioned Hennessy XO has an enabler for youth to escape from life’s daily shackles of routines.
Chinese millennials are heavily influenced by their parents, they are raised and nurtured by traditional values. Outside of the family home, they live a unique digital life, a different persona online vs what they display at home offline. Based on this context, we came up with the breakthrough idea “Break Out”. We wanted to tap into the mindset of breaking free from conventional routines, from the day-to-day norms of Chinese millennials. We positioned Hennessy XO has an enabler for youth to escape from life’s daily shackles of routines.
Campaign Posters
Logo Redesign
