Rewritten Creative BriefHennessy “What’s Your Wild Rabbit?”http://vimeo.com/39792331
Rewritten Creative BriefHennessy “What’s Your Wild Rabbit?”http://vimeo.com/39792331Agency S&A Agency (Strategic/Artistic)Client HennessyBackgroundHennessy was founded by an Irishman Richard Hennessy in1765, while serving in the army of Louis XV. They are a verypopular company and brand who sell about 50 million bottles ayear worldwide. Hennessy took the “What’s Your Wild Rabbit”an old-school, big-idea ad line and wanted to reinvent it to getthe attention of their present and future consumers.Communication ObjectionIncrease Awareness among Hennessy’s customers. WithHennessy using a new slogan “What’s Your Wild Rabbit” theirattempting to reach out to females more because the slogan is a“memory of Alice In Wonderland and the woodlands of OldEurope. It’s also a little bit sexy after all, what are rabbits knownfor? And since this is a liquor ad, it’s not a leap to find a subtextabout men chasing beautiful, younger women.”Target AudienceDemographics: The targeted audiences are females 25 – 40,with a HHO of $20,000 to $29,000. These are females who areWidowed, Divorced, and Separated (legally) and work in themanagement, business and financial operations field. With afemale’s population of 118, 944,000 with only 19% drinkingHennessy, whereas men are almost double that percentage.(MRI 2011 Fall research)Psychographic: Young female adults who are living life to thefullest and taking part in fun and wild activities with friends.These females are tech savvy and up to date on the latest trendsand technology. They are people who have a connection to theirsmart phones and social media. Taste, cost, and experimentingwith the liquor are the most important when selecting a drink.Competition Hennessy main competitors are all cognac liquors, but mainlyRemy Martin VSOP, Martell VS and Courvoisier VS.Tone Engaging, exciting, relaxation, direct, fun and bright.What’s the single mostimportant thing to say?“Classy self ego booster”Desired Mediums (optional) TV, OOH, online videos and social media.