Bianca Bartz
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“Taste is the new bling,” and that’s what Hennessy has come to realize. The strong beverage is the drink of choice for many celebs, with entire songs dedicated to the pricey cognac. “Challenged by brands such as Belvedere and Grey Goose, and perhaps losing ground with the ‘bling’ market, an upgrade is in order,” PSFK noted. Berlin Cameron United is the agency behind the new Hennessy campaign. CEO Ewen Cameron launched a spot on FlauntYourTaste.com called Lost Weekend in which “a matriarch invites a group of young musicians to spend the weekend at her luxury mansion. What follows is a montage of parties, sailing and more parties.”
 “The urban metro market was evolving and the insight we had was the new ultimate consumption was taste,” said Cameron NY. “Instead of showing off your rims or clothes, it was about showing off the symbols that articulate your taste.”
The website has a manifesto in case you’re not quite sure what “taste” is, but enjoy the rest of the campaign which includes seven Internet spots, three conventional TV commercials and print ads in magazines such as GQ, Vanity Fair and Vibe.
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