Turning Scarcity into Social Currency

How we helped Hennessy ignite desire with a bottle you couldn’t buy.

The challenge

Cognac had a perception problem. Hennessy knew that younger audiences in Mexico saw cognac as their grandfather’s drink—formal, outdated, and out of touch. It was time to disrupt that narrative and position Hennessy as bold, current, and highly desirable.

The insight

Exclusivity drives desire. If you can’t buy it, you want it more. So we made the product unavailable—on purpose.

The solution

We launched a hyper-targeted influencer campaign built around a special-edition Hennessy bottle you couldn’t find in stores. No shelf space. No QR codes. Only creators in-the-know got it—and showed it off.

Alongside this, we delivered sleek, premium visuals for digital platforms that elevated Hennessy’s look and feel, positioning the brand as both exclusive and accessible through on-demand apps.

The outcome

The campaign delivered exactly what Hennessy was aiming for—and more. Online sales through on-demand apps shot up by 38%, proving that the right strategy can directly drive performance. On social media, the exclusive bottle quickly became a trending topic, creating organic buzz as influencers showcased it and audiences scrambled to figure out how to get their hands on one. By turning scarcity into status, we helped reposition Hennessy as a bold, culture-forward brand that resonates with a younger generation—far from its “drink for old people” stereotype.