Hennessy And Multi-Platinum Recording Artist Nas Unveil Year Two Of The "Wild
Luxury Cognac Brand Hennessy Partners with Groundbreaking Musician Nas To
Inspire Fans to Reach their Full Potential
NEW YORK, Jan. 14, 2013
NEW YORK, Jan. 14, 2013 /PRNewswire/ -- Hennessy, the number one selling
Cognac brand in the world, announced today that its successful "Wild Rabbit"
campaign will continue for a second year. Centered on the notion that true
greatness is reserved for those who have reached a level of mastery yet still
push for more success, the "Wild Rabbit" program draws parallels among the
journeys of leading icons in various fields and the paths being forged by
Hennessy aficionados. The award-winning campaign, which in 2012 spotlighted
inspiring tales of such masters as Manny Pacquiao, Erykah Badu and Martin
Scorsese, will add a new ambassador to their ranks: multi-platinum recording
artist and rhyme master, Nas.
"Our 'never stop, never settle' mantra communicates a value at the core of who
we are as a brand and resonates with our consumers: pursuing one's potential
comes from an inner drive to continuously grow, continuously improve and seek
greater levels of mastery," said Rodney Williams, Senior Vice President, Moet
Hennessy USA. "Nas is not only a master in music, but is blazing new trails in
film and philanthropy, among other passions."
To introduce the Nas partnership, Hennessy will hold a private concert on
January 15 at New York hotspot, R Lounge. Hennessy has partnered with
Livestream to capture the concert for fans worldwide. The event will then be
made available for download via Facebook.com/Hennessy. Additionally, fans will
be able to connect with Nas during the concert by submitting questions to
Hennessy on Twitter (@HennessyUS) during a live Twitter Q&A.
"This partnership with Hennessy has been almost two decades in the making,"
said Nas. "I am honored to be included in the group of previous partners
Hennessy has selected over the years and hope this campaign will inspire
others to 'never stop, never settle."'
Online, fans can engage with Hennessy on Facebook (Facebook.com/Hennessy),
Twitter (@HennessyUS), and at Hennessy.com. Most recently, Hennessy launched
an Instagram profile (HennessyUS) that delivers a visually unique, interactive
online brand experience and with Hennessy's other platforms lets fans discover
the world of Hennessy and delve into their own Wild Rabbits. As a reward for
their tenacity in the chase, those who venture deeper into the digital rabbit
hole can uncover hidden rewards ranging from VIP experiences to event
invitations to engagement with Hennessy talent.
The Wild Rabbit campaign received several major awards since breaking last
year, including the Cannes Silver Lions Award in Film Craft, the Impact Blue
Chip Brand Award, and the Outdoor Advertising Association of America Out of
Home Media Plan of the Year Award.
A hip-hop icon since the early 1990s,Nas emerged from the Queensbridge
neighborhood of Long Island City, a hotbed of rap artist since the '80s. The
son of jazz trumpeter Olu Dara, Nas has since gone on to sell over 20 million
albums worldwide over the span of his legendary career, and has acted as an
ambassador for hip-hop culture throughout the globe. The first full-length
album by the poet and rhyme-master Nas arrived in 1994, the RIAA
platinumIllmatic. Since then he has released nine solo albums and 3
compilation albums that have been certified double-platinum, platinum or gold.
In recent years, Nas has transcended mere rapper status and engaged in greater
levels of philanthropy. He is an avid UNICEF supporter, helping to raise funds
for East African region Horn of Africa and teaming up with the family of
George Harrison for the organization's Month of Giving. Nas also donated all
proceeds ofDistant Relatives, his 2010 collaboration with longtime friend
Damian Marley, to help end poverty in Africa. Nas' new release is the
critically acclaimed Life Is Good, which debuted at #1 on the Billboard Top
200, marking the sixth #1 album that the artist has produced in his career.
The collection also appeared on many year-end 'album of the year' lists, and
most recently, Nas was nominated for four GRAMMY awards in conjunction with
the release. These recognitions mark the rap icon's 13^th career nominations
Hennessy is imported and distributed in the U.S. by Moet Hennessy USA, Inc.
and is produced by Jas Hennessy & Co., a subsidiary of LVMH Moet Hennessy
Louis Vuitton S.A. Hennessy distills, ages and blends a full range of marques,
including Hennessy V.S, Privilege V.S.O.P, Hennessy Black, X.O, Paradis and
Contact: Mohammed Dieye, Cohn & Wolfe, +1-212-798-9525,
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