The story
In 2015, Hpnotiq tasked Team Epiphany with increasing consumption amongst two consumer sets: (1) multicultural millennials who may recognize the brand from their favorite old school hip-hop songs, but have not purchased the product and (2) "heritage" Gen-X consumers, whose passion for the brand they remember so fondly may have faded since the early aughts.
Hpnotiq needed national attention, but more specifically, to increase volume in two key US markets: Atlanta and New York.
To do so, Hpnotiq would aim to remind the target that it is the only brand with a right to participate in hip-hop culture.
