NEW YORK, October 7, 2009 -- International rap star and actor Chris “Ludacris” Bridges is set to introduce Conjure, his own signature line of cognac, and enlisted Barker/DZP, a fast-growing full-service ad agency in Soho, to handle product naming, branding and design.

The line was created by the rapper’s Disturbing Tha Peace production company, in partnership with renowned cognac producer Birkedal Hartmann.  The brand was first unveiled in June at Vinexpo in Bordeaux, France and will be launched domestically with a special kickoff push at the BET Hip Hop 2009  Awards, October 10 in Atlanta.  The brand is targeted primarily to the upscale urban market, and will retail at $34.99.

Barker/DZP was involved in the project from the beginning, helping to develop the product name and identity, and designing the intricate bottle.  The agency approached the brand as a fusion of the new and old at the crossroads of hip hop and fine cognac, and by extension the intersection of African-American and French cultures. 

“That thinking led us to the idea of New Orleans and Southern mysticism, and magic of the Ludacris brand,” said John Barker, president, Barker/DZP.  “We came up with “Conjure” as the synthesis of those elements.”

This blending of old and new linked with Hip-hop and French culture extended to the agency’s design work.  The Conjure bottle offers a new twist on the traditionally staid graphic designs of the cognac category.  From a distance, it appears to have a classic, French toile pattern engraved into the glass; closer inspection reveals that the wallpaper is actually made up of female silhouettes.

“The design carries a sophisticated wit which is true to the Ludacris brand,” said Barker.  “Staying well within the boundaries of good taste, we wanted to capture that sexy edge that is art the core of Chris’s art, whether it’s in music, film or his restaurants.  Our goal was to push the limits with the name and the design, and make sure that quality and uniqueness was conveyed in the branding and and graphics.”

He added the new brand is not a “me-too’ spirit.  “Chris Bridges was personally involved with every step of the blending, and was very demanding when it came to the quality of the cognac,” Barker said.  “Conjure competes very favorably with cognacs at two and three times its price point.” 

The agency made a preemptive marketing strike during Advertising Week in late September, hiring a branded luxury shuttle van to give conference attendees free rides between event venues in New York.  On board the van, a model handed out samples of Conjure to the audience of influential passengers over a three-day period.  The guerilla marketing effort also generated press coverage for the brand.

Bridges is a three-time Grammy Award winner who has sold more than 20 million albums worldwide.  His acting career includes roles in films such as the Oscar award-winning “Crash,” “Hustle & Flow” and others.  His latest film, the high-concept action thriller “Gamer,” was released this fall.

Barker/DZP (www.barkerdzp.com) is a full-service integrated ad agency based in Soho, New York that delivers the smart business strategies and creative ideas that clients need to increase market share.  Built around a core team of large-agency veterans who embrace the new world of consumer engagement, Barker/DZP provides clients with the experience, business intelligence, hands-on approach, and traditional and digital expertise that builds brands and drives results.  Client experience includes work for P&G, Estee Lauder, History Channel, Bloomberg L.P., Branded Wines, IDB Bank, The McGraw-Hill Companies and others.