Grand Marnier

Grand Marnier

Grand Marnier

GRAND MARNIER

GRAND
GOOD
RIDDANCE

THE WHAT, WHERE AND WHEN OF IT:

The Grand Marnier brand had their timeless purpose: They exist to reward consumers with unconventional luxuriousness.

Our task was to make that purpose resonate in a culturally relevant way, and get the brand growing again. 

Leaning into their unconventional spirit, we decided to not sell Grand Marnier. But a cocktail made for the times instead. 

The Grand Good Riddance. Grand Marnier. Lemon Juice. Champagne. And 75 tears of joy that 2020 was almost over. 

From there, we worked to show up on holiday cocktail lists, sent bottles and recipes to key tastemakers, and bought digital video and out of home in key areas, exposing people to the cocktail in one timely moment after another. 

The Grand Good Riddance campaign increased positive conversation around Grand Marnier: In December 2020 there were 10x as many positive mentions about Grand Marnier recipes than there were in 2019. Grand Marnier Cuvee du Centenaries had its strongest month in history at +65% growth in December. Prior to the campaign, it entered the month trending -10.1% YTD vs. 2019.