Hennessy and A$AP Ferg Collaborated on a Campaign and a Cocktail
Laura McQuarrie — January 18, 2018 — Marketing
References: thespiritsbusiness
Hennessy and A$AP Ferg, a New York rap artist, joined forces for a new campaign that involved the creation of an exclusive track called 'Family,' cover artwork for the song a cocktail that is only available through Cocktail Courier.
The exclusive cocktail created for the Hennessy x A$AP Ferg campaign has been dubbed 'The Uptown' and combines Hennessy VSOP Privilège with cassis, hibiscus, cinnamon, chipotle and lemon juice.
To help consumers try their hand at making their own version of the cocktail from scratch, Cocktail Courier will deliver a cocktail kit with all of the necessary ingredients to those of the legal drinking age in the United States for $78. As a special treat for fans, the first 100 people to place an order for a kit will also receive a limited-edition vinyl pressing of A$AP Ferg's Family track.
The exclusive cocktail created for the Hennessy x A$AP Ferg campaign has been dubbed 'The Uptown' and combines Hennessy VSOP Privilège with cassis, hibiscus, cinnamon, chipotle and lemon juice.
To help consumers try their hand at making their own version of the cocktail from scratch, Cocktail Courier will deliver a cocktail kit with all of the necessary ingredients to those of the legal drinking age in the United States for $78. As a special treat for fans, the first 100 people to place an order for a kit will also receive a limited-edition vinyl pressing of A$AP Ferg's Family track.
Trend Themes
1. Celebrity-created Cocktails - Collaboration between beverage companies and popular celebrities leads to the creation of exclusive cocktails and marketing campaigns.
2. At-home Cocktail Kits - Delivery services provide consumers with cocktail kits that contain all necessary ingredients to make cocktails at home, providing a convenient and personalized experience.
3. Limited-edition Collaborative Products - Exclusive collaborations between artists, musicians, and brands that produce limited-edition products drive demand and create a sense of urgency to purchase before they are no longer available.
Industry Implications
1. Beverage Industry - Beverage companies can partner with celebrities to create signature drinks that cater to specific target audiences and inspire new purchasing habits.
2. E-commerce Industry - E-commerce delivery services allow for the creation of personalized experiences by delivering products to consumers' doorsteps, creating new opportunities for businesses to reach their customers.
3. Music Industry - Musicians can collaborate with brands to promote their music while also promoting the products they have helped create, leading to new revenue streams for the musicians.
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