Hennessy is set to elevate its narrative with the launch of the 2025 Made for More campaign, building on the success of last year’s initiative. This new chapter pays tribute to the vibrant cultural landscape of Africa by highlighting the voices, spaces, and collectives instrumental in shaping its creative essence.
The campaign features the Grammy Award-winning artist Tems as Hennessy’s new Global Brand Ambassador. Known for her captivating blend of R&B, soul, and Afrobeats, Tems has gained international recognition. Her appointment follows Hennessy’s announcement of support for her Leading Vibe Initiative, which aims to uplift the next generation of African women in music and promote greater inclusivity within the industry.
Vincent Montalescot, Hennessy’s Global Chief Marketing Officer, described the Made for More campaign as a bold continuation of the brand’s mission. He emphasized the importance of Hennessy’s versatility in connecting cultures and communities. The campaign will also spotlight other notable artists including INNOSS’B, Kabza De Small, and Maglera Doe Boy, all of whom contribute their unique perspectives to the narrative.
The 2025 Made for More campaign is a celebration of African cultural pride, showcasing the dynamic storytelling that reminds audiences of the importance of community, celebration, and togetherness. Hennessy aims to create moments that resonate, whether in a social setting, nightclub, or any shared space, focusing on the bonds formed through art, music, and socializing. Indeed, with Hennessy, every occasion is positioned to be more meaningful and inclusive, reflecting the richness and diversity of African cultures.