On his 2012 track “Freeze,” A$AP Rocky raps, “She like, Where the cognac? Why we drink wine?” Five years later, he is a cognac brand ambassador. The Honor Your Code Courvoisier Cognac Campaign launched this week and features rapper, actor, model and fashion icon A$AP.
The campaign celebrates influences, life lessons, convictions and ideas that guide life’s choices. According to A$AP, “Your code is equivalent to your standards and your morals. It’s whatever you believe in. And you should always stand by and honor what you believe in.”
A$AP’s code? Perseverance, being better than he was yesterday, and always strive and prosper.
The campaign features print and digital creative and plans to host exclusive experiences.
Gary Ross, vice president of Beam Suntory World Spirits, says, “As a creator, A$AP Rocky embodies the progressive ideals and bold artistry on which Courvoisier was founded, making him an ideal partner for the brand.”
A$AP adds: “Courvoisier’s commitment to quality, old-school production methods, design and art speaks to me.”