Pharrell Creates 'Tasteful' Music For Hennessy
September 06, 2007
- Branding
| RB Hip-Hop
By Mariel Concepcion, N.Y.
Rapper/producer Pharrell Williams has teamed with Moet Hennessy USA for a multi-layered marketing campaign. The promotion, which Pharrell will create all music for, includes seven Internet spots featured on FlauntYourTaste.com - the campaign's official Web site - and three TV commercials.
"Hennessy, volume wise, has a very urban skew to it," says Ewen Cameron, CEO at advertising firm Berlin Cameron United in New York, who’s overseeing the campaign. "The urban metro market was evolving and the insight we had was that the new ultimate consumption was taste. Instead of showing off your rims or clothes, it was about showing off the symbols that articulate your taste."
Currently on the Web site is "Lost Weekend," a 90-second spot of young musicians partying at a luxury mansion. The other online video will expand on the back-story of some of the characters on "Weekend." Print ads will appear in magazines such as GQ, Vanity Fair and Vibe.
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