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Hennessy cognac, unveils a new Hispanic print advertising campaign featuring celebrated Latino actor and comedian, John Leguizamo. Based on the popular “Never Blend In” campaign that has presented such performers as Reggaeton artist Tego Calderon and most recently, R&B icon Marvin Gaye, this newest advertisement brings the culturally relevant independence message to Hispanics in their own language for the first time with the tagline “Puro Carácter.”
“Hennessy has long been a brand that appeals to the urban-minded drinker, including Latinos,” said John Santos, Hennessy Brand Director, Moët Hennessy USA. “We’ve reached out to a bilingual audience and featured relevant artists such as Tego Calderon and we’ve evolved with an effective adaptation of our tagline in Spanish. With “Puro Carácter” we’ve captured the essence of Hennessy through a memorable expression that is well-suited for John Leguizamo – an artist defined by his independent spirit and puro carácter.”
The Hennessy V.S “Never Blend In” campaign first launched in 2003 featuring Isaac Hayes, famed Motown singer of the 1970’s, and went on to feature other iconic nationwide figures such as Miles Davis, Rakim, Pam Grier, and Latino artists, Tego Calderon and Saul Hernandez.
"What I like about working with Hennessy is that whatever we end up doing, it is guaranteed to be sophisticated and cool,” added Leguizamo. “I'm thrilled to take part in the same campaign as the great Marvin Gaye; I have arrived."
The national campaign will include out-of-home advertisements in select cities and will be featured in various publications beginning in December. The campaign was developed in New York City by advertising agency kirshenbaum bond.
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