Client based in

Paris, France

Industry

Luxury Goods

Scope of Work

Brand Purpose Activation

Business Challenge

The leader in Cognac, the Maison Hennessy has shined around the world with its exceptional know-how for more than 250 years. Beyond the obsessive commitment to Excellence & Sustainability, it has always stood behind its People & its Community. As COVID-19 hit its US market hard, the brand was faced with a challenge: how do we step forward to support BIPOC communities in meaningful ways.

Deliverables

Within that, PLB LAB was asked by the Global CMO to provide some framework behind the “Unfinished Business” activation, an initiative aimed at providing Black, Asian & LatinX entrepreneurs with the financial and educational resources to power through the challenges of COVID-19.

3i focus

Ideas + Impact

We conducted desk research and followed up with a Strategic framework to roll-out the initiative in NYC.

Results

Our recommendations successfully enabled the CMO operationalize his vision. Launched on 5/28/2020, the initiative was a large success with small minority business owners.