Aiming for a Comeback, Hpnotiq Wants You to Party Like It's 2001

Once a club staple, the spirit now looks to nostalgia

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In 2001, the distinctly blue liqueur Hpnotiq burst onto the scene and became a staple of hip-hop and nightlife. Mentioned in at least 163 songs' lyrics during its heyday, Hpnotiq clearly did something right at launch.

But somewhere along the way, Hpnotiq lost its identity, and its popularity died down. Now the brand is trying to make a comeback.

With a new campaign, called #Since2001, from creative shop Team Epiphany, the brand is looking to boost its awareness and tap into millennial consumers' nostalgia for the early 2000s—knowing full well that millennials weren't out clubbing back then. 

"This campaign is based in this nostalgia that a new consumer has for a period of time they were actually too young to remember," said Douglas Brundage, vp of strategy for Team Epiphany.

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