GRAND MARNIER

The Grand Marnier brand has traditionally been synonymous with an after dinner drinking occasion – an armchair aperitif. There was growing concern within the company about their lack of appeal to the younger consumer. The R&D team therefore developed a range of cocktails/long drinks to appeal to this demographic. Grand Marnier didn’t want to lose sight of their premium values and heritage in the development of these new long drinks and the campaigns had to retain the sense of sophistication synonomos with the brand. 

 

The challenge to change the long established perceptions of the Grand Marnier drinking occasion was a tough one. We had to work to identify and own an occasion for these new drinks to be enjoyed, in what is an incredibly crowded marketplace. The drinks were designed and developed as an alternative to the classic after work gin and tonic, we had to therefore push the consumer away from the traditional choice, give them a reason to try something new, exotic and different.

 

We had an alcohol product infused with the flavour of oranges a traditional fruit of the sun, we had a set of drinks which had the colours of the sunset and we had the challenge of developing an after work drinking audience. ‘Welcome to the sunset hour’ was the first iteration of a campaign which subsequently evolved into ‘A sunset in a glass’. We tied the drink and the occasion together using iconic urban environments the audience would recognise. We kept the drink at the heart of the executions, the sunset at the centre of any social scene, wedding it to the occasion and the moment.  

 

The campaign launched in numerous touch points, including: experiential in bar experiences with virtual holographic barman, a full re-design of Grand Marnier's website and online presence. We even created an i-Phone app which allowed the user to transform any picture into a sunset. All this alongside the more traditional campaign for print, outdoor, POS and digital.