Grand Marnier

Problem

This iconic French liqueur wanted to revitalize their brand to reach a younger, more sophisticated audience. They felt a standard, traditional media plan wouldn't work. They decided not to use TV, but recognized that some combination of old and new media would work, if properly integrated.

Social Media Solution

Grand Marnier decided to decorate their Facebook page with illustrative French poster art that had been used for advertising in the 1880's. To add juice to the program, they developed two iPhone apps, one of which allows consumers to pour drinks into a simulated shaker. In addition, the new poster art concept was extended into high-profile magazine and billboard ads.

Success

The campaign generated a lot of buzz, and by promoting where the younger, educated crowd hangs out, it is expected that the new campaign will be very successful, not including the millions saved by not using TV.