Case Study: Hennessy Reaches Younger Consumers and Boosts Sales with Lamar Advertising Company OOH Campaign

Hennessy - Customer Case Study

Hennessy, the #1 selling Cognac brand in the U.S., needed to refresh its image for a younger audience without alienating its loyal base. Facing flat sales and growing competition from premium spirits, the brand worked with Lamar Advertising Company to find a new role for out-of-home (OOH) advertising that could both build awareness and help consumers understand its new “Never Stop. Never Settle.” / Wild Rabbit brand platform.

Lamar Advertising Company delivered a multi-phase OOH campaign using teaser, launch, and holiday flights across key influencer markets, combining projections, street murals, bus shelters, wallscapes, station dominations, kiosks, and digital bulletins to create multiple touchpoints and drive intrigue. The effort helped boost campaign comprehension, on-premise engagement, and brand image, while generating strong business results: Hennessy V.S. sales increased 7.5% and total Hennessy sales rose 5% year-to-date, despite a March retail price increase.

Hennessy