The Foundation: Pioneering Advertising in a Segregated Market

John H. Johnson, founder of EBONY magazine, understood a fundamental truth: compelling editorial content requires financial backing. Securing advertising revenue, however, presented unique challenges in a racially segregated America. Johnson and his wife, Eunice, tirelessly championed the purchasing power and cultural influence of Black audiences, often facing rejection from companies hesitant to embrace inclusivity. Their persistence, however, paved the way for brands willing to see the potential.

“My father would do whatever it took to sell advertising,” recalls Linda Johnson Rice, CEO of Johnson Publishing Company. “There were times you got rejected, but that didn’t stop him. That’s when you really go to work.” Eunice Johnson, similarly, navigated European fashion houses, consistently articulating the significance and reach of EBONY magazine.

Hennessy emerged as a crucial early partner, becoming the first spirit brand to advertise within the pages of EBONY. This wasn’t a superficial gesture; Hennessy crafted campaigns specifically designed to resonate with a Black audience, showcasing sophistication and achievement. The 1980s “A Civilized Way” campaign, featuring prominent African Americans, exemplified this approach.

Beyond Advertising: A Deep-Rooted Commitment

Hennessy’s commitment extends far beyond advertising dollars. Mwanza Lumumba, senior brand director at Hennessy V.S., emphasizes the brand’s long history of supporting the Black community. “Hennessy was an early adopter in celebrating and spotlighting the Black community in our marketing during a time in our history where that was not common in media,” she states. This support dates back to the late 19th century, with Hennessy as a founding member of the National Urban League in 1896, a supporter of Tuskegee University, and the first corporate sponsor of the NAACP in 1909.

The brand’s connection to African American culture was further explored in the 2015 documentary, An Unexpected History: The Story of Hennessy and African-Americans, which detailed this enduring relationship. The film highlighted how the introduction of cognac to American soldiers during World War II, coupled with its subsequent adoption within Black communities, cemented Hennessy’s place as a symbol of celebration and achievement.

Hennessy’s strategic partnerships with cultural icons like Erykah Badu, Nas, and LeBron James further solidified its connection to the Black community. These collaborations weren’t simply endorsements; they were authentic alignments with individuals who embody the values of creativity, resilience, and success.

As EBONY celebrates its 80th anniversary, the partnership with Hennessy remains strong. The brand’s sponsorship of the 2025 Power 100 Gala underscores its continued dedication to supporting Black excellence. “EBONY is one of the most trusted sources of news & entertainment for the Black community,” Lumumba explains. “Hennessy felt it was also important to spotlight these voices through a trusted platform that would allow us to authentically engage with our Black consumers.”

What role do you believe brands play in fostering social change and equity within the communities they serve? And how can consumers hold brands accountable for genuine commitment versus performative allyship?

Lumumba concludes, “We try not to take this legacy and special relationship lightly. That is why we continue to not only invest in moments of celebration and socializing but impacting the future of the African American community.”

Frequently Asked Questions About Hennessy and the Black Community

• What is the historical connection between Hennessy and African American culture?

  The relationship began in the late 19th century with philanthropic support for organizations like the National Urban League and Tuskegee University, and was further cemented after WWII as returning soldiers shared their experiences with cognac.

• Why did Hennessy choose to advertise in EBONY magazine?

  Hennessy recognized the significant reach and influence of EBONY within the Black community and sought to connect with this audience in a meaningful way.

• How has Hennessy’s marketing evolved to appeal to Black consumers?

  Hennessy has consistently crafted campaigns that celebrate Black achievement, sophistication, and cultural relevance, featuring prominent African American figures and narratives.

• What initiatives does Hennessy undertake to support the Black community beyond advertising?

  Hennessy supports social justice initiatives, educational programs, and partnerships with organizations dedicated to advancing Black communities.

• What is the significance of the “A Civilized Way” campaign?

  The “A Civilized Way” campaign, launched in the 1980s, was a groundbreaking effort to portray upscale African Americans in a positive and aspirational light.