Beam Global Spirits & Wine has launched a new campaign for the Courvoisier Cognac brand, featuring Jermaine "JD" Dupri, the music producer and founder of So-So Def Records.

The 'Find Greatness Within' campaign, which according to Beam is the brand's first advertising and positioning campaign since 2005, is already running in some trade titles and will be featured in consumer publications from the beginning of November.

The newly launched Courvoisier Exclusif and Courvoisier VSOP are the two featured products in the campaign which will comprise print, online and poster advertising.

The print execution pictures Jermaine Dupri posing with a snifter of Courvoisier VSOP. Beam said the "synergy of Courvoisier and the 'self-made man' inspires consumers to self-reflect and 'Find Greatness Within' while experiencing Courvoisier".

The company added that the campaign launch is being supported by print and online advertising, point-of-sale items and launch events.

"As a respected leader in the Cognac category, Courvoisier is excited to partner with Jermaine, an acclaimed figure who is the ultimate trendsetter, cultural icon and savvy entrepreneur," said Chris Mahoney, senior brand director, Courvoisier Cognac. "Find Greatness Within is an inspiring campaign that truly challenges our core consumer to discover their passion points while enjoying Courvoisier. With the growth of the category, particularly in the higher VSOP and XO sub-segments, the essence of this campaign allows us to be more relevant to our consumers in a well-established and competitive category." 

Additional executions for Courvoisier VSOP and Courvoisier Exclusif feature bottle shots with the signature 'Find Greatness Within' crest.