If you got it flaunt it. And apparently that's what Hennessy is doing. On their "Flaunt Your Taste" microsite, Hennessy is offering up some pretty films of pretty people flaunting, imbibing and flaunting some more. And this is all being backed up by an extensive print campaign. There's a one page ad. A double page spread. A six page spread. A little black book inside Black Book. Not to mention outdoor as well. According to Hennessy, the print campaign ran before interactive was even created, and it already generated large numbers of visits.
The print campaign even took a page from BMW's The Hire. Hennessy created a "movie poster" which ran in the New York Times, GQ, Vanity Fair and others. Though maybe somebody was imbibing a little too much when they trafficked it. The internal name for the movie was "The Lost Weekend", taking the name from Billy Wilder's 1945 Oscar-winning drama about a troubled writer's weekend-long alcoholic bender and incarceration in a Bellevue psych ward. Not exactly a healthy association to have with one's cognac. On the site, the Hennessy short was retitled "Le Weekend". But not in time for the movie poster ad which ran with the original title.
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