Remixing a Legacy with Bold Flavor for Real-world Retail Impact.
Services: Campaign Development, Messaging, KEY VISUALS, RETAIL POS, POND, CONSUMER ENGAGEMENT
Grand Marnier is a distinguished blend of premium refined cognac and exotic bitter orange liqueur, a combination that has long defined its luxurious, nuanced character. Yet, in today’s competitive spirits market, even a premium cognac needs a compelling, culturally relevant narrative to turn intrigue into advocacy and move liquid to lips. To amplify Grand Marnier’s brand presence and engage a new generation, GM strategically partnered with American musician and record producer Future — a bold, influential voice in culture. This collaboration redefined the brand’s image, encouraging consumers to “Remix Your Legacy” by embracing bold twists and pushing boundaries.
Working alongside TPN and Campari Group, we executed a comprehensive retail strategy that effectively brought the campaign to life, capturing consumer attention at every touch point.
Off-Premise Execution: We developed visually striking, high-impact displays that fused Grand Marnier’s refined aesthetic with Future’s bold, modern persona. Eye-catching POS materials featured vibrant, contemporary visuals that not only reinforced the campaign’s cultural relevance but also created a distinct shelf presence, effectively converting browsers to buyers.
On-Premise Activation: To drive engagement within bars and restaurants, we created a comprehensive recipe booklet that showcased a curated selection of new cocktails, incorporating unexpected flavors and innovative serves that highlighted the versatility of Grand Marnier. This booklet served as both a training tool for bartenders and a conversation starter for patrons, seamlessly integrating brand messaging into the drinking experience.
By strategically aligning Grand Marnier’s rich heritage with Future’s contemporary influence, we successfully transformed the brand’s retail execution, creating a compelling narrative that resonated across channels. From immersive on-premise activations to impactful off-premise displays and a comprehensive recipe booklet that elevated the consumer experience, we crafted a multi-layered campaign that brought the brand’s story to life — one bold twist at a time.
All work developed and completed at TPN.
Creative Director: Phil Galetto
Creative Director: Phil Galetto
