GRAND MARNIER

Facing an aging customer base, Grand Marnier needed to reinvent itself for a younger audience. The solution? A new range of long drinks that transformed the classic liqueur into a modern cocktail experience. 

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To launch this new range, we had to shift perceptions of Grand Marnier from a low-energy armchair digestif to a vibrant, high-energy cocktail fit to rival the classic Gin & Tonic. 

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To achieve this, we set out to own a moment in time - an occasion where these drinks would shine. We had a product infused with oranges, a fruit synonymous with sunshine, and cocktails that mirrored the colour of sunset. ‘Welcome to the sunset hour’ was the first iteration of a campaign which evolved into ‘A sunset in a glass’. This concept seamlessly tied the drink to an ownable occasion. We used iconic urban backdrops that would resonate with our target audience. The cocktails were at the heart of every visual, with the sunset symbolising the energy and excitement of that first after-work drink with friends.  

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The campaign launched in numerous touch points, from immersive in-bar experiences featuring a holographic barman, to a complete re-design of Grand Marnier's website and online presence. We even created an iPhone App that transformed any picture into a sunset. These unique activities were supported by a robust traditional media campaign spanning print, outdoor, POS and digital channels.