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MCM – The Invitation

The Odyssey Experience

 

 

 

 

THE ASK

Hennessy X.O tasked us with creating a luxury, money-can’t buy tasting experience to showcase the greatness behind the brand and drive purchase among cognac and non-cognac drinkers over the holiday shopping season.

 

THE PASSION

As luxury becomes more experiential and self-defined, we know that personalized, sensory experiences increasingly drive purchase. Our target is inherently skeptical – they need proof of a product’s greatness before they commit.

 

THE ACTIVATION

To ensure Hennessy X.O stayed top of mind during a cluttered season, we brought a reimagined cognac experience to today’s premium spirits consumers. The multi-sensory Odyssey Experience invited consumers to embark on an intimate journey of X.O. We designed the pop-up structure to exhibit the qualities of the brand – authentic, crafted and one-of-a-kind – and brought it to life at The Shops at Columbus Circle in New York City.

Upon entering, guests were greeted with a branded welcome card and explored interactive vignettes that representing the tasting notes of Hennessy X.O. Within the space, a gallery-inspired presentation of the seven chapters of the X.O Odyssey intrigued consumers, driving them to purchase. Whether guests brought bottles of Hennessy X.O or purchased them onsite, they were given the opportunity to have their bottles engraved and gift wrapped. While an engraver etched a custom message onto the bottle, guests could choose a complimentary candle from Diptyque to accompany their newly personalized bottle. The Odyssey Experience unlocked the brand’s greatness and brought the ultimate luxury to holiday shoppers. 

3K+

total interactions

100+

bottles engraved

1.2K

cards distributed