"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."