Hennessy Concludes "Renewal Of Hope" CNY Campaign With RM38,888 Giveaway
The campaign finale saw the world’s best-selling cognac brand giving out kam, or mandarin oranges to members of the public, each for a donation of RM1, with which they could make a “wish” across any of eight categories – health, wealth, relationships, career, self, business, home and travel – in hopes that they would be granted.
The initiative takes a twist on the traditional Chap Goh Mei practice where young single women would write their names and contact details on mandarin oranges and toss them into the river, hoping that eligible men would eventually pick them and make contact.
“This is one example of how Hennessy joyfully embraces the local cultures in the countries in which we operate and gives back to the local communities. In this regard, the Renewal of Hope campaign came as part of our commitment to our consumers who have made us the leading Cognac brand in the world, true to our deep heritage and rich tradition of pursuing passion, precision and perfection, which spans back more than 250 years,” said Thomas Bouleuc, Managing Director of MHD Malaysia.
The Renewal of Hope campaign was launched on 17 January to usher in Hennessy’s Chinese New Year festivities in conjunction with the year of the rat, which marks the dawn of a new 12-year cycle in the Chinese zodiac calendar.
True to its theme, the campaign saw the collaboration between Hennessy and renowned Chinese artist, Zhang Huan, to honour the beauty of nature’s perpetual cycles of renewal through distinctive artwork portraying the brand’s eaux-de-vie as a metaphor for the New Year. Titled “Spheres of Hope”, the artwork – which was featured throughout the campaign duration and on limited edition bottles specially designed for the festivities – took the form of a resonant dreamscape which exudes glittering radiance and a masterful interpretation of the infinite cycle of nature.