LatinWorks Sends Hennessy Celebrity East

DALLAS LatinWorks is taking its “Never blend in” Hennessy campaign to the East Coast.

The Austin, Texas-based independent Hispanic agency first broke work for the campaign last fall in spot markets including Houston and Dallas. The campaign is designed to show a connection between celebrities who, like the cognac, are unique. The earlier effort, which is still running, features Mexican rocker Saul Hernandez.

The new campaign, which breaks this week in New York and New Jersey, features Tego Calderon, an artist who specializes in a mix of hip-hop, reggae and tropical dance genres. Outdoor, print, radio and point-of-sale are included in the effort, which will run for six to eight months, the shop said. The work includes a picture of Calderon resting on his speakers, a label for Hennessy Very Special Cognac and the “Never blend in” tag.

The campaign originated with independent Kirshenbaum Bond + Partners in New York, which handles African American work for the client. That agency broke the first work with the tag last year in an effort that included singer Isaac Hayes.

“There was a lot of collaboration [between the two agencies] in making sure the core insights of the brand remain true,” said John Santos, brand manager on Hennessy. “In terms of really coming to new creative with Hispanic celebrities, that was driven by LatinWorks.”

Campaign spending was not available. Hennessy, a brand of Schieffelin & Somerset in New York, spent $3 million on general-market media this year, according to Nielsen Monitor-Plus.

LatinWorks is one of four roster shops Schieffelin is considering for a consolidation of its Hispanic merchandising, public relations and media duties across its brands. The company is also speaking to The IAC Group in Miami, which represents Johnnie Walker Black Label and Pinch; The Vidal Partnership, which handles Buchanan’s; and Grey-backed Wing Latino Group, which is affiliated with MediaCom, the media buying and planning partner for the distributor’s general-market brands. Vidal and Wing Latino are both based in New York. A decision is expected by year’s end.