To celebrate Hip Hop’s 50th anniversary, Hennessy launched a limited-edition bottle with Nas—honoring the culture’s legacy and future. MME brought the program to life across both off- and on-premise channels, driving awareness and depletions through high-impact, culturally relevant activations designed to stand out and spark engagement at every touchpoint.

We developed a full suite of premium POSM assets designed to create impact across both off- and on-premise environments. From case bins and recipe cards to custom trivia and a bar-night toolkit, each element was crafted to drive engagement, celebrate the Nas collaboration, and bring energy to the floor.

To elevate nightlife activations, MME concepted and produced a custom “bottle parade” tool in partnership with a third-party production team. Built for nightclubs and high-energy accounts, the display added a celebratory, head-turning ritual to the VIP experience—bringing Hip Hop 50 to life on the dance floor.