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 platinum Illmatic. 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 of Distant 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 13th career nominations overall.
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 Richard Hennessy.