2. Rewritten Creative Brief
Hennessy “What’s Your Wild Rabbit?”
http://vimeo.com/39792331
Agency S&A Agency (Strategic/Artistic)
Client Hennessy
Background
Hennessy was founded by an Irishman Richard Hennessy in
1765, while serving in the army of Louis XV. They are a very
popular company and brand who sell about 50 million bottles a
year worldwide. Hennessy took the “What’s Your Wild Rabbit”
an old-school, big-idea ad line and wanted to reinvent it to get
the attention of their present and future consumers.
Communication Objection
Increase Awareness among Hennessy’s customers. With
Hennessy using a new slogan “What’s Your Wild Rabbit” their
attempting to reach out to females more because the slogan is a
“memory of Alice In Wonderland and the woodlands of Old
Europe. It’s also a little bit sexy after all, what are rabbits known
for? And since this is a liquor ad, it’s not a leap to find a subtext
about men chasing beautiful, younger women.”
Target Audience
Demographics: The targeted audiences are females 25 – 40,
with a HHO of $20,000 to $29,000. These are females who are
Widowed, Divorced, and Separated (legally) and work in the
management, business and financial operations field. With a
female’s population of 118, 944,000 with only 19% drinking
Hennessy, whereas men are almost double that percentage.
(MRI 2011 Fall research)
Psychographic: Young female adults who are living life to the
fullest and taking part in fun and wild activities with friends.
These females are tech savvy and up to date on the latest trends
and technology. They are people who have a connection to their
smart phones and social media. Taste, cost, and experimenting
with the liquor are the most important when selecting a drink.
Competition Hennessy main competitors are all cognac liquors, but mainly
Remy Martin VSOP, Martell VS and Courvoisier VS.
Tone Engaging, exciting, relaxation, direct, fun and bright.
What’s the single most
important thing to say?
“Classy self ego booster”
Desired Mediums (optional) TV, OOH, online videos and social media.
