Hennessy Pure White has always been a cult favorite – a find US travelers proudly packed in their suitcases on the way back from their Caribbean holiday, and its limited availability was exactly what made it special.

We wanted to bring that feeling back by reestablishing Pure White as a Caribbean-only icon and reminding people why it was so desirable. Playing into the covert “if-you-know-you-know” insight, we leaned into the thrill of travelers stocking up their suitcases and bringing the cognac back to the US, using X-ray codes and travel language.

The campaign launched with social films and OOH placements at Sangster International Airport in Montego Bay, Jamaica, with further rollouts across key Caribbean gateways and major US airports such as JFK and LAX throughout summer 2025.