Background
Grand Marnier is a fine French Cognac subverted with a twist of orange liqueur. Previously owned by LVMH, it was the neglected sibling of the holding groups flagship brand, Hennessy. The brand received little marketing support and contended with a weak trade strategy that promoted the spirit either as a premium shot to accompany with beer, or as a simple cocktail ingredient. The once-luxurious image of the brand was suffering, along with its global penetration. Fundamentally strong, it needed a new opportunity to step out of the shadow of its peers when Campari acquired it in 2017.
A dusty brand
Challenge
Reinvigorate a classic brand that, in an increasingly popular and image-focussed category of brown spirits, was now best known as the spirit in your grandma’s bar.
A grand new brand image
Insight
In a culture increasingly rewarding exploration and depth, Grand Marnier could provide an untapped source of true sophistication and intrigue.
Sophistication and Eccentricity collide
Solution
Conducting an immersive and extensive brand exploration and reinvention spanning North America and Europe that culminated in a new brand identity, allowing Grand Marnier to flourish.
New Positioning:
Grand Marnier unlocks Sophistication with an Eccentric Twist
New Brand Idea:
Live Grand
We created a positioning that stayed true to the rich heritage of Grand Marnier and was culturally appealing, all the while paying a subtle nod to the vapid underpinnings of many of the other category players.