In 2018 Hennessy V.S (HVS) had the opportunity to write the next chapter of their brand story and build on Hennessy’s enduring “Never Stop. Never Settle.” (NS.NS) masterbrand positioning. Unlike prior campaigns which leveraged modern-day talent including NAS, Manny Pacquiao, and Martin Scorsese, this story featured a unique twist by raising up the story of World Champion cyclist Marshall “Major“ Taylor (MMT) who raced in the early 1900s and who’s story had been buried for over 100 years.
With the protagonist dead for more than a century, and cycling a sport that is largely irrelevant to NA audiences outside of the Olympics, there was a large hill to climb to deliver this tremendous NS.NS. story in a relevant way and make it hit home with Hennessy consumers. We were tasked with taking this epic story and hero, both of which had been hidden for more than a century, and developing an integrated media campaign to make it reach and resonate with the eyes ears and hearts of the modern Hennessy consumer, while increasing favorability and visibility of Hennessy V.S.