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If you’re in New York’s Chinatown, walk to the corner of Centre and Canal Streets and look up. The billboard with the big Hennessy X.O cognac bottle is covered with little X.O bottles. Guess the correct number and you’ll win a 24-karat gold dragon.
“Cognac plays a traditional role in Chinese celebrations,” said Kimmy Wu, account executive at Admerasia in New York. “We’re trying to contemporize the brand and rebuild [Hennessy’s] image with a Chinese audience.”
The billboard is part of a sweepstakes campaign that also includes print ads, store-window posters and a Web site.
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