Hennessy, a cognac company, wanted to promote their product without traditional advertising. They hired attractive young employees to go to bars, order cocktails containing Hennessy cognac. If bartenders did not know how to make the drink, the employee would teach them. The employee would then buy additional drinks for other patrons, hoping they would purchase more Hennessy products. The employees were paid $50 for their work and drinks they purchased were reimbursed. The strategy raises ethical questions about using physical attractiveness to promote products.