Grand Marnier

Grand Marnier is one of the most authentic and storied spirits brands. Created over 150 years ago by Alexandre Marnier-Lapostolle, the French liqueur's famous blend of true cognacs and distilled essence of bitter orange had earned the brand broad awareness and distribution throughout the globe. But in 2008, when sales of Grand Marnier began to drop the Marnier-Lapostolle family and parent company LVMH chose Lambesis to develop a campaign that would return their brand to growth.

Grand Marnier

Grand Marnier is one of the most authentic and storied spirits brands. Created over 150 years ago by Alexandre Marnier-Lapostolle, the French liqueur's famous blend of true cognacs and distilled essence of bitter orange had earned the brand broad awareness and distribution throughout the globe. But in 2008, when sales of Grand Marnier began to drop the Marnier-Lapostolle family and parent company LVMH chose Lambesis to develop a campaign that would return their brand to growth.

Grand Marnier: Key Strategic Issue

Research revealed that the largest majority of Grand Marnier usage was coming from margarita drinkers and an aging base of loyalists. The brand needed an exciting, refreshed image that would attract a younger consumer, without alienating the existing user base. Lambesis recognized that the brand's greatest asset, its rich equity, was not being maximized in the brand's existing campaign.  The opportunity was clear:  recapture Grand Marnier's authentic French equity, but with a youthful, modern, exciting style. 

Grand Marnier: Solutions

Lambesis developed the "La Vie Grand Marnier" campaign as a modern expression of authentic French style and taste. Acclaimed artist Jordi Labanda brought the illustrated concept to life. The fully integrated campaign included television directed by French director Alain Gourrier (“Balcony”) and Olivier (“Après”), outdoor, print, digital and social media.  Lambesis additionally designed packaging and retail communications to bring the brand to life at point of sale. 

Grand Marnier: Result

The La Vie Grand Manier campaign has proved a great success for Grand Marnier. Since the launch of the campaign, sales of Grand Marnier have grown 10%. Launched first in the U.S. and Canada, the campaign has since been adopted in international markets. The brand's social media fan base and online buzz have grown significantly, and research has shown positive imagery shifts and momentum with younger consumers. Approaching the fifth year of Grand Marnier and Lambesis' partnership, the brand is now prepared to enjoy continued growth and the opportunity for exciting new product and marketing extensions.

 
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