FOR RELEASE: For Immediate Release
CONTACT: Josh Hafer
Communications Manager
Heaven Hill Brands
(502) 413-0219
jhafer@heavenhill.com
HPNOTIQ UNITES HIP-HOP ARTIST CAM’RON, ARTIST NATUREL, ARTIST/RAPPER YUNG JAKE, DJ VA$HTIE FOR #SINCE2001
New Campaign Taps Early 2000s Nostalgia, Pays Homage to Liqueur Brand’s Boundary-Pushing Legacy
BARDSTOWN, Ky. – Hpnotiq Liqueur, the storied spirits brand known for its electric blue hue, launches a new 360-degree campaign entitled #SINCE2001. Originally launched in 2001, Hpnotiq was quickly embraced as a cultural mainstay, becoming one of the most successful new product introductions in the history of distilled spirits. This fall, Hpnotiq is enlisting hip-hop artist Cam’ron, artist Naturel, rapper and artist Yung Jake, and New York-based DJ and entrepreneur Va$htie Kola – otherwise known as the Hpnotiq “Class of 2001” – to tap into consumers’ nostalgia for the 1990s and early 2000s via a full brand makeover.
The brand makeover is led with a new 360-degree marketing campaign influenced by artist Naturel who redesigned the Hpnotiq brand’s visual identity, incorporating his signature pop-art-influenced style. The Art Deco-inspired graphic cues have launched on the brand’s social channels and newly launched websiteas well as via out-of-home advertising. A behind-the-scenes video featuring Naturel speaking to his inspiration for the redesign is available on the Hpnotiq brand’s. The campaign was created and led by New York-based consumer marketing agency Team Epiphany.
“With a new visual identity and the roster of brand ambassadors we’ve curated, there’s no doubt that Hpnotiq is poised to introduce new consumers to the original flavor and signature color that didn’t just define culture, but created its very own,” said Brittany Capito, Senior Brand Manager, Hpnotiq Liqueur. “At the same time, those who remember Hpnotiq from the early 2000s will appreciate the somewhat irreverent sentiment of the campaign.”
The Hpnotiq makeover includes the celebrity partnerships, on-premise promotions, social and digital media advertising, plus on- and off-premise point of sale items. The entire creative campaign is grounded in the work developed by artist Naturel. Social components will feature the entire portfolio of celebrity artisists and will support on-premise events throughout 2015.
Bottled in France, Hpnotiq Liqueur (www.hpnotiq.com) is a refreshing blend of natural exotic fruit juices, premium Vodka, and a touch of Cognac. This perfect fusion, along with its aqua blue color and incredible mixability, made Hpnotiq one of the fastest growing products in the history of the distilled spirits industry and a staple in retail stores and nightlife accounts across the country. Hpnotiq Liqueur (SRP $19.99) is available in 1.75 liter, 1 liter, 750 ml, 375 ml, 200 ml, and 50 ml sizes and bottled at 17 percent alcohol by volume (34 proof). For more information about Hpnotiq, follow Hpnotiq on Instagram, Twitter and Facebook.
Founded in 1935, Bardstown, KY-based Heaven Hill Brands (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams Bourbon; Larceny, Elijah Craig and Henry McKenna Bourbons; Deep Eddy Vodka; Burnett’s Vodkas and Gin; Admiral Nelson’s and Blackheart Rums; Hpnotiq Liqueur; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur; Lunazul Tequila; Cinerator Hot Cinnamon Flavored Whiskey and Rittenhouse Rye Whisky.
About Naturel
Lawrence Atoigue, professionally known as Naturel, is an illustrative based artist who’s quickly emerging in today’s postmodern scene. His futuristic illustrations have successfully blended methods of Pop and Cubism with a Surrealist vision. Considered an influencer himself with tens of thousands of Instagram fans, his talents have attracted the eyes and support of celebrity clients such as Rihanna, LeBron James, Spike Lee, Swizz Beatz and countless others. Born and raised in Prince Georges County, Maryland, Naturel’s work is deeply rooted within today’s urban millennial community. Naturel’s countless collaborative projects with brands like Crooks & Castles, Nike, Pepsi, Fiat and others, have all seamlessly brought together his foundation as a designer with his recently mastered fine artistry to make for exciting and successful campaigns and products. Limited edition prints can be found at www.allburgundy.com.