We deconstructed the complex flavor notes of Hennessy X.O into seven different multi-sensorial experiences so guests could use all their senses to recognize and appreciate the intricate taste of cognac. Hennessy X.O is a unique cognac with distinct tasting notes of fruit, spices, chocolate and oak. These are illustrated in the campaign video for Hennessy X.O as follows: Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunch, and Infinite Echo.

For our event, we transformed a downtown Tokyo building into an enchanted otherworld, recreating the taste adventure of Hennessy X.O in seven separate floors.

Following the seven delicate tastes of Hennessy X.O, we divided the seven flavor notes into seven floors. Each of the seven floors surprised the audience with a truly sensual experience.

Sweet Notes: where colorful fog gently wraps you in sweet perfumes.

Rising Heat: a lonely desert where the sun disappears in mirage.

Spicy Edge: where clinking glasses evoke bone-jogging explosions and cinnamon aromas.

Flowing Flame: An inferno that blazes hot and cold.

Chocolate Lull: Cross the marshlands of chocolate by a shaky bridge that might collapse any moment.

Wood Crunches: cut your way through thicket and branches – a forest of oak and vanilla flavors.

Infinite Echo: where everything perpetuates.

We let people taste the sophisticated flavors of Hennessy X.O with all their senses something that no other form of communication could have done.

Media value of the event has exceeded 270 million JPY (2.6 million USD).

While sales numbers are only published on an annual basis and cannot be evaluated for any month-on-month change since the event in May 2016, we can expect that the number of trade orders has risen since then: Half of our 700+ VIP guests in the first night came from a trade and distribution background. To our client Moet Hennessy Diageo, this was an important gesture to their distribution partners (existing and potential), if not the most important B2B-marketing measure of the year.

The seven-chapter multi-sensorial experience captivated a country of whiskey connoisseurs and initiated them into the richer world of cognac.

Appealing to all the senses, we introduced a new generation of Japanese luxury drinkers to the sophisticated flavor of cognac.