pharrell.jpgPharrell Williams, one-half of the production duo The Neptunes, is collaborating with Moet Hennessy USA to score the music for an upcoming Hennessy campaign. The ads, which included seven Internet spots and three conventional TV commercials, will begin airing in the next few weeks and feature music created by the producer extraordinaire. “Taste is the new bling,” says Ewen Cameron, CEO at Berlin Cameron United in New York. “Hennessy, volume wise, has a very urban skew to it. But what was happening in the urban market and the mainstream market was a move to brands like Belvedere and Grey Goose.” Now, Moet Hennessy is openly targeting the hip-hop nation in order to overtake their competitors. “The urban metro market was evolving and the insight we had was the new ultimate consumption was taste,” Cameron says. “Instead of showing off your rims or clothes, it was about showing off the symbols that articulate your taste.”