d’ussé x latto

The Hard Launch

A bottle of cognac, a Grammy-nominated rapper, and a secret walk into a Parisian speakeasy. The internet did what it does best. It started speculating.

This campaign was built on a familiar cultural instinct: the curiosity around celebrity hard launches, especially when it comes to Latto. We leaned into that tension, unfolding the work as a teaser followed by a reveal that remixed expectations.

The “partner” wasn’t a man. It was a bold, smooth, larger-than-life bottle D’USSÉ.
By treating the launch of the new Magnum (1L bottle) like a relationship reveal, the campaign turned product marketing into a moment that felt playful, intentional, and native to social media.

The response confirmed the insight. Viewers were split between expecting a certain British counterpart and praising the marketing once the gag landed.

The result was a post that felt confident, culturally fluent, and memorable.

D’USSÉ didn’t chase attention. We earned it.

Agency: Monks
Creative Directors: Malika Jones + Kid Checklick
Art Direction: Tatiana Diaz
Director: Kajal
Strategy: Angelica Jones + A.Jay Johnson