The agency initially worked on the account last year. Ben Lui, CEO and creative chief of the agency, said the brand’s objective was “to be the most edgy and vibrant brand in the premium dark spirits category, and the new pillar of growth for Hennessy in China".
The agency’s brief is to organise 40 MOT (Modern on-trade outlet) parties in bars and clubs in 20 key first and second-tier cities in China.
Lui said Hennessy Classivm was a new whisky brand that debuted in Shanghai last year, targeting twenty-something white-collar drinkers. He described China as a "test market" and said the brand was planning regional expansion.
Igoo Communication has also worked with Johnnie-Walker, Remy Martin and Hennessy XO in the sector.