We helped Hennessy connect to a wealthy, cosmopolitan BAME audience at Lux Afrique’s annual polo event. The initiative repositioned Hennessy towards a rapidly emerging cohort of BAME consumers seeking luxury experiences tailored specifically to them.

Lux Afrique’s blend of wealthy, urban movers and shakers proved the perfect audience to help Hennessy achieve their goal of boosting relevance amongst more diverse audiences.

As a headline sponsor, Hennessy confirmed itself as an active supporter of BAME luxury culture, and with nearly two thousand Hennessy based VIP cocktails served, we established a more creative and versatile perception of the brand amongst this key opinion shaping audience.