Hennessy: Taking It To The Paint

The Iconic Brand Inspiring Communities through Art and Basketball

“In The Paint” by Hennessy, is a unique initiative that aims to bring together artists, athletes, and local communities to create vibrant murals on basketball courts, fostering a sense of unity, inspiration, and cultural exchange.

From the Hennessy Website

Inspired by an unwavering commitment to driving culture forward, the cognac brand Hennessy and the NBA support local communities and talents worldwide by refurbishing abandoned courts everywhere.

By transforming basketball courts into visually striking spaces, the project aims to ignite conversations and encourage the exploration of diverse perspectives, while also providing a platform for local artists to showcase their talent.

For those unaware, Moët Hennessy's relationship with Basketball is strong, since it established a multi-year collaboration with the NBA in February 2020, becoming the Official Spirit of the NBA, the WNBA and USA Basketball.

Launched initially in 2021 in Montreal, Canada, the 'In the Paint' initiative has expanded its presence to various corners of the globe, including Ghana, South Africa, Barbados, Hong Kong, and Nigeria, among others.

One example is the collaboration with acclaimed Nigerian graffiti and GFX artist, Osa Seven, to breathe new life into the Park 23 basketball court situated in Festac Town. This collaboration serves as a testament to Hennessy's commitment to revitalizing spaces through artistic expression, further exemplifying their dedication to promoting creativity and community engagement.

“This is a passion project for me because I grew up on this court and I am elated that 20 years later, I am back with Hennessy to refurbish this court. I hope that this initiative develops more talent and provides the community with the necessary exposure.” - Osa Seven

Key Benefits for the Hennessy Brand Strategy:

Social Impact

Hennessy's commitment to supporting positive change and community development aligns with its brand values. With this project, the brand positions itself as a socially responsible entity that goes beyond traditional marketing efforts, actively investing in the betterment of society. This aligns with consumers' growing desire to support brands that prioritize social impact.

Brand Differentiation

The combination of art and basketball in the campaign sets Hennessy apart from its competitors. By merging two distinct creative disciplines, the brand creates a unique and memorable experience that resonates with audiences. This initiative allows Hennessy to stand out from other cognac brands, appealing to a broader consumer base beyond traditional liquor enthusiasts.

Collaboration and Partnerships

Through the project, Hennessy collaborates with local artists, athletes, and community organizations, fostering meaningful connections and building valuable partnerships. By working with these individuals and groups, Hennessy establishes itself as a facilitator and supporter of creative communities, reinforcing its commitment to art and cultural exchange.

Amplifying Brand Exposure

The visually captivating murals created through the project serve as powerful branding opportunities for Hennessy. These murals often feature the Hennessy logo or elements of its visual identity, ensuring prominent brand visibility. Additionally, the campaign generates media coverage and social media buzz, further amplifying the brand's reach and engagement with its target audience.

Consumer Engagement and Experience

The campaign offers consumers an immersive experience that goes beyond traditional marketing campaigns. By actively involving local communities in the creation of murals and organizing basketball events around them, Hennessy fosters authentic and memorable connections with its target audience. This engagement helps build brand loyalty and positive brand associations.

That’s it for this free addition of the BrandStrat newsletter, thank you for reading.

For premium subscribers, keep scrolling as I dive further into the campaign and the Hennessy brand.

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Next Up

1. Target Audience & Psychographics for the “In The Paint” campaign.

2. Key Lessons for Brand Strategists.

3. Exploring the Brand Archetype of Hennessy.