Hennessy was a fractured brand. Born of aristocratic roots and consumed primarily as an after-dinner Cognac in Europe, Hennessy had a distinctly more urban appeal in North America. This paradox meant that Hennessy never had a consistent, vibrant or unified personality. That’s where we came in. We determined that the diversity of Hennessy’s personality wasn’t a weakness but a strength that, if captured properly, would make the brand extremely contemporary and appealing across the world. We called the new era “The age of the emerging ‘urbane’ consumer.” Fueled by the energy of the streets but confident in the boardroom, the art auction or on the deck of the luxury yacht, the urbane consumer aspired to celebrate their taste and nothing could celebrate it better than Hennessy. This new direction for Hennessy was not without risk, but now entering a decade-long relationship with the urbane consumer, Hennessy has gone from strength to strength to the tune of more than two million additional cases worldwide.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.