Grand Marnier U.S.
social creative strategy
Grand Marnier was on a mission to reposition themselves as a luxury brand. But when the Campari-owned company came to us, their French heritage felt more like baggage than a legacy worth celebrating. Sure, they were taking major steps toward evolving their look and feel, but the majority of production dollars were going to TV and the creative just wasn’t translating to social. Meanwhile, what they were posting to social looked expensive, but felt inauthentic—ultimately failing to connect with the younger, upwardly mobile audience they wanted to reach.
defining what It means to #livegrand
The 140 year-old brand wanted to build equity in their tagline and hashtag #LiveGrand, but what does that look like? What does it sound like? There are plenty of luxury brands on social—what could we do to make Grand Marnier’s version of luxury feel ownable?
evolving a legacy for social
We worked closely with the client to develop a complete set of brand guidelines that brought Grand Marnier and #LiveGrand to life on social. With a robust outline on brand tone of voice and art direction, we crafted a personality that reflected a modern sense of luxury, one that felt elevated, intriguing and totally spontaneous.
