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HENNESSY - X.O ENTERTAINMENT

A perfect (entertainment) pairing


Challenge

LVMH came to FRUKT with the desire to create an entertainment platform for Hennessy X.O, its ultra-premium cognac brand. The program needed to not only create awareness and elevate the brand perception, but also to educate high-value consumers on how to enjoy a cognac like Hennessy X.O.

Catalyst

We developed an integrated entertainment program entitled “Progressive Flavors” that built on the Hennessy brand campaign and showcased the various flavors, or “chapters” of the Hennessy X.O Odyssey.

How We Pressed Play

The multi-channel platform involved integrating X.O into an episode of PBS’ series “The Mind of a Chef” which featured pioneering Chef Ludo Lefebvre pairing Hennessy X.O with his signature dessert, Millefeuille. The same month the integration aired on PBS, we hosted a series of “Supper Clubs” at Chef Ludo’s restaurants Petit Trois and Trois Mec. The events brought the Hennessy X.O Odyssey to life through special pairings as well as décor and music that adapted with each course/flavor.

Additionally, FRUKT created an influencer program that attracted celebrities and social influencers to attend the event in order to further extend its reach via social sharing. Finally, FRUKT captured and developed a series of videos that told the complete story of the odyssey experience, which will be hosted on Hennessy social channels when “The Mind of a Chef” Hennessy X.O episode airs on Netflix.

Results

  • Estimated social media impressions from integration and influencers at Supper Clubs exceeded 1M
  • Supper Club events for over 100 influential guests across two-nights 

Results

A perfect (entertainment) pairing

1M social media impressions
100 influential guests