Since its launch in 1998, Hennessy Pure White has only ever been available in the Caribbean; a limited distribution that has built an intriguing aura around one of Hennessy’s most covert brands. Made in Cognac, Pure White is a smooth and elegant liquid – a fine quality you would expect from the Hennessy Maison. What makes it so fascinating, however, is that although the liquid is expectedly made in France, the brand has grown exclusively within the heart of the Caribbean.
2023 marks the 25th anniversary of Pure White, and for the occasion, the brand was to make its first appearance in the US paying tribute to the fans. We were commissioned to imagine how such a very limited US drop could be brought to life. We worked hand-in-hand with Hennessy brand team and the UK based strategic agency, This Time Tomorrow, who developed the strategic platform supporting the launch. From there, forceMajeure worked on bringing the Pure White story to our consumers through the creation of a limited edition pack and campaign.

Limited Edition, Packaging Design, Art Direction, Campaign, Key Visuals (Print, Digital & Social), Photo & Video Production, Retail Assets. 

We were commissioned to imagine how such a very limited US drop could be brought to life. We worked hand-in-hand with Hennessy brand team and the UK based strategic agency, This Time Tomorrow, who developed the strategic platform supporting the launch. From there, forceMajeure worked on bringing the Pure White story to our consumers through the creation of a limited edition pack and campaign. Our key objective: bring the aura of this well-established brand to a new potential without losing its magic. It was always very clear to us that we had to stay away from traditional marketing tactics to continue resonating with our established consumer community — those who are highly “in the know.” We conducted a three day shoot in Kingston, Jamaica to capture the very essence of the Caribbean vibe. Shot by fashion photographer Lou Escobar, the campaign celebrates the beauty of the culture: the nature, the style, the celebration, and most importantly, the love. Partnering with local talents and artists, we ensured that the soulful authenticity of the region was represented in the most truthful way. Capturing still images and video content, we then built out the campaign into a 360 platform approach, satisfying the creative needs for point-of-sale, organic, paid media, digital video, and e-commerce.

To fuel the desire within the US, the limited edition packaging was released in October 2023 under the name “Henny White,” a consumer-coined nickname familiar to our community. It was a subtle, but significant evolution from the original product celebrating its 25 year anniversary and speaking to those who know. An undoubtedly humble drop that walked the fine line of this momentous occasion and the sensitivity of a covert, cultural phenomenon, it revealed just enough information for the true fans to know that they are being spoken to. If You Know You Know.