D'USSÉ Taps Latto To Revive Iconic Roc Nation Ritual With National Campaign

D'USSÉ is betting on celebration over hustle with the relaunch of its signature "D'USSÉ Friday campaign."

And this time, it's being fronted by rapper Latto and singer Ravyn Lenae.

Once a Roc Nation office tradition, D'USSÉ Friday is now a nationwide effort urging people to toast their wins with what the brand calls a “Victory Pour.”

The campaign launched with a short, cheeky video starring Latto and the new "D'USSÉ VSOP Magnum Edition" bottle.

It draws directly from the rapper’s Georgia roots, playful persona, and status as a rising force in music.

“Everyone knows the grind is nonstop and a lot of times we're not taking a second to celebrate the wins along the way,” Latto said in a press release.

“D'USSÉ Friday is a reminder to come together and cheers to your successes and big milestones in life with a Victory Pour.”

The campaign will also feature Ravyn Lenae and is set to expand with more artists and creators throughout the summer.

According to D’USSÉ General Manager Gigi DaDan, the campaign reflects the brand’s DNA.

"At D'USSÉ, we believe in the hustle — and just as importantly, in celebrating it," DaDan shared.

Through the creative, D'USSÉ deepens its celebrity marketing playbook and repositions its VSOP as the go-to cognac for summer moments and milestone wins.

A Roc Nation Ritual Goes Nationwide

The debut video riffs on the internet speculation around Latto’s mystery partner.

Eventually, it's revealed that the star's dinner companion is the oversized bottle itself, which is “bold, tall, smooth, and rich."

"I pour into who pours into me, and there's only one somebody who's going toast for toast right now," the artist tells all her curious peers and the paparazzi.

The campaign will run across digital platforms and social media through the summer.

Before the hero spot, Latto posted on her socials to tease the forthcoming collaboration, building even more speculation about her partner. 

The campaign is anchored by the D'USSÉ VSOP Magnum Edition bottle, aged for over four and a half years and positioned as a bold, shareable centerpiece.

Aside from the creative, Latto also co-developed the D'USSÉ Peach Lemonade, the campaign's hero drink that serves as a nod to her upcoming LP and Atlanta heritage.

The cocktail and campaign will be amplified at exclusive D’USSÉ Friday events, including Latto-hosted celebrations in Atlanta and Ravyn Lenae-led moments in Chicago.

Overall, the move shines light on D'USSÉ’s milestones.

Its trailblazing Cellar Master Agathe Boinot, who's actually the youngest female to hold that title at a major cognac house, serves as a quiet reminder that the brand’s story of wins isn’t just celebrity-deep.

Our Take: Does Celebration Sell Better Than Hustle?

I like that D’USSÉ isn’t trying to reframe ambition, but instead redefining what ambition looks like when it’s rewarded.

This campaign invites pause, pride, and pouring one out in real time.

And together with Latto, the effort works because it lets personality shape the product’s story.

Owning a cultural ritual, much like a Friday win, might matter more than any award. 

Recently, Lucid took a similar route by naming Timothée Chalamet as its first global ambassador, showing how cultural capital is shaping brand strategy across industries.