Hennessy Pure White
Make room for more
Hennessy Pure White has long been a cult favorite – a find travelers proudly packed in their suitcases on the way back from their holiday Carribbean and its limited availability was exactly what made it so desirable. So we set out to recapture this magic and mischief of the cognac, restablishing Pure White as a Carribbean-only icon and reigniting the aura and covetability that made it so sought-after in the first place.
We played into the covert ‘if-you-know-you-know’ insight that saw people travel to the Caribbean, stock up their suitcases and bring the cognac back to the US.
So we spoke in code and made clever twists on airport vernacular, tailoring messages for both inbound and outbound travellers. In ‘Make room for more’ we played into X-ray codes and travel language with a set of covert undertone lines of bringing Pure White back into the US after a trip to the Caribbean.
We launched our first wave of social assets and out-of-homes placed at Sangster Bay International Airport in Montego Bay, Jamaica with further rollouts across key Caribbean gateways and major US airports such as JFK and LAX throughout summer 2025.
