# Hip Hop Meets Luxury High End Hennessy Campaign By Bianca | Published 2007-09-11 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/hip-hop-hennessy References: [psfk](http://www.psfk.com/2007/09/the-new-bling-for-hennessy-taste.html) "Taste is the new bling," and that's what [Hennessy](https://www.trendhunter.com/trends/made-for-more-campaign) 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](https://www.trendhunter.com/trends/the-shop-lineup), 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](https://www.trendhunter.com/trends/hennessy-and-florian-zumbrunn). 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." ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 17% | Activity: 42% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Why This Trend Is Growing - **Luxury Alcohol Marketing:** Disruptive innovation opportunity: Create high-end campaigns that target the luxury market by associating alcoholic beverages with luxury lifestyle experiences. - **Branded Music Collaborations:** Disruptive innovation opportunity: Partner with musicians and artists to create unique and memorable branded campaigns that appeal to a younger demographic. - **Experiential Advertising:** Disruptive innovation opportunity: Develop interactive and immersive ad experiences that allow consumers to engage with the brand and create personalized connections. ### Industries Being Reshaped - **Alcohol:** Disruptive innovation opportunity: Introduce new premium alcohol options that cater to the luxury market by focusing on high-quality ingredients and unique taste profiles. - **Advertising:** Disruptive innovation opportunity: Embrace unconventional storytelling techniques and platforms to create impactful and memorable ad campaigns that resonate with consumers. - **Music:** Disruptive innovation opportunity: Explore innovative ways to collaborate with brands and incorporate music into marketing strategies to target new audiences and create brand loyalty. ## Related on Trend Hunter - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md) - [Diversity-Focused Cognac Campaigns](https://www.trendhunter.com/trends/more-is-made-by-the-many.md) - [Fruity Cognac Expansions](https://www.trendhunter.com/trends/henny-white.md) - [Next-Gen Bourbon Campaigns](https://www.trendhunter.com/trends/worth-the-envy.md) - [Fashion Designer Cognac Products](https://www.trendhunter.com/trends/hennessy-and-kim-jones.md) - [Reinvigorated Cognac Campaigns](https://www.trendhunter.com/trends/larsen-cognac.md) - [Co-Creation Bottle Campaigns](https://www.trendhunter.com/trends/limitededition-bottle1.md) - [Elevated 20s-Inspired Cocktails](https://www.trendhunter.com/trends/champslyses-cocktail.md) - [Limited-Edition Web-Designed Bottles](https://www.trendhunter.com/trends/hennessys-web3-platform.md)