Many cognacs and cordials are assigned a set of values limiting them to narrowly defined usage opportunities, i.e. after dinner and special occasions like holidays or celebrations. They could just as easily align themselves with relevant spirit (vodka, bourbon, etc.) values, which would open the consumer's mind to many more appropriate occasions. Hennessy has done a beautiful job of doing just this: This ad clearly appeals to those who want to enjoy a 'soulful' moment. The headline is lovely, as are the art direction and typography. What's more, I love the fact that unlike so many others who promote the tired idea of 'sharing it with others,' Hennessy has the guts to recognize there are many intensely personal moments - whether the consumer is with someone else or alone.
Copyright Adweek L.P. (1993)