Hennessy Changes Name to Celebrate 50 Years of Hip-Hop with Nas

Hennessy Changes Name to Celebrate 50 Years of Hip-Hop with Nas

News by Anja PaspaljAnja Paspalj
Published: August 17, 2023

Hennessy is celebrating 50 years of hip-hop with a marketing strategy first.

To commemorate the anniversary, the cognac producer has teamed up with Nas, the Grammy award-winning rapper, and will be releasing a limited-edition Hennessy VS bottle.

The limited-edition bottle will be sporting a slightly different brand name HeNassy, a marketing strategy sure to catch the attention of consumers as it is the first time the brand has been renamed since it was founded in 1765.

 
 
 
 
 
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A post shared by Hennessy (@hennessy)

"Hennessy is part of our culture and continues to inspire generations of hip-hop fans, so I’m really proud to share our new limited-edition bottle with the world," Nas said in an official statement.

Additionally, Nas collaborated with the Bronx-native photographer Renell Medrano for a short film inspired by New York and the legacy of hip-hop, which the rapper narrated for Hennessy.

To further the unique connection between the hip-hop genre and Hennessy, a campaign titled "Rep Yours" has also been launched to represent iconic artists from the past and up-and-coming musical innovators.

 
 
 
 
 
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A post shared by Renell Medrano (@renellaice)

"Hennessy has been an undeniable mainstay in hip hop, intricately woven into the fabric of the genre and its global influence for decades," stated Jasmin Allen, the Senior Vice-President of Hennessy USA.

Many brands have been quick to jump on the 50th anniversary of hip-hop as an opportunity for high-engagement campaigns, such as Sprite and Complex Media which partnered up to release a unique marketing activation powered by an AI chatbot.

Edited by Nikola Djuric

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