Hennessy announced today an exclusive Hennessy V.S bottle collaborative project with KAWS, a New York based artist and designer. KAWS is famous creating designs that blur the line between fine art and commercial imagery through his manipulation of popular media iconography, creating work that both celebrates and scrutinizes contemporary consumer culture. The new bottle will hit shelves in September 2011.
Each limited edition KAWS Hennessy V.S bottle is adorned with signature KAWS artwork and is individually numbered – a brilliant marketing strategy the turns an ordinary bottle into a work of art for connoisseurs. The price tag, rather affordable, is more than acceptable for a product that, aside quality and tradition now promotes art and pop-culture. The Hennessy KAWS V.S bottle will be sold nationwide in 750ml sizes and will retail for $29.99.
A media announcement was obviously not enough. The new bottle design will be promoted via video, Hennessy official website, and, of course, social media, including Facebook, Twitter, and others. In addition to the limited edition bottle, Hennessy V.S and KAWS will create multiple digital shorts, which will be distributed throughout the year. In real life, the bottle will debut at a private launch event in New York City.
“We look forward to the feedback from not only from Hennessy loyalists but also KAWS eclectic fan base about this exciting partnership,” said Rodney Williams, SVP of Business for Hennessy, in an official press statement.
PR agency of record for Hennessy is Cohn & Wolfe.