Hennessy gets Pacquiao for $1M

Three years ago, one of Manny Pacquiao’s handlers called to ask me if I could get Pacquiao a brand he can endorse. The deal: $200,000.

Fast-forward to 2012: Hennessy got him for $1M.

Only a year before that, Pacquiao got his first mainstream ad for HP. Unfortunately, HP Touchpad was discontinued.

Filipinos living in the States know Hennessy’s endorsement is right on the money. Filipinos love their spirits and beer. The Philippines is number 1 in beer consumption in Southeast Asia and is close on the heels of Korea in chugging hard liquor as well.

Hennessy is targeting the mainstream market directly, but what the liquor brand may not know is that it wouldn’t cost as much to target 3 million Filipinos in the US, too.

The campaign is being launched on March 26, 2012. Visit neverstopneversettle.com

For more on the story, click here: http://bleacherreport.com/articles/922508-manny-pacquiao-pac-mans1-million-deal-with-henne…