We brought Hennessy to life at Back to the City 2024, through an immersive, urban-inspired activation that highlighted its versatility and vibrant character. The experience reinforced Hennessy’s positioning as the “Official Spirit of the NBA,” strengthening cultural relevance among younger, lifestyle-driven audiences.
Aligned with the global “Made for More” campaign, the activation showcased how Hennessy fits multiple social occasions: casual or celebratory and is mixable in creative cocktails beyond traditional serves. Interactive elements and striking visuals encouraged trial, engagement, and conversion, creating memorable brand moments and cementing Hennessy as a contemporary, dynamic spirit in high-traffic retail and social environments.