Grand Marnier’s new ads use lush visuals to suggest unexpected pairings

Grand Marnier, the 143-year-old French liqueur brand made of cognac and bitter orange liqueur, is launching a campaign today that celebrates unexpected pairings.

The “Grand Encounter” campaign consists of six short films from British director David Nava, showing how disparate entities can blend well together, including a pianist and a DJ at a turntable; and a ballet dancer and a hip-hip counterpart. The spots, meant to have a music-video feel, also show how Grand Marnier can bring an unexpected element to cocktails, as when used as an alternative to triple sec in a margarita; or as a refined experience when drank as a cognac.

The campaign, created by the brand and agency Wunderman Thompson Paris, includes videos that will roll out across digital and point-of-sale channels, as well as ads in print publications. Various integrated experiences are also being planned around the campaign, according to Julka Villa, head of marketing for Campari Group, Grand Marnier’s parent.

“We believe there’s tremendous upside in educating consumers about [our] point of differentiation vs. competitors, and this in turn will help recruit new fans to the brand,” Villa said.

“We want consumers to understand the product knowing exactly what’s inside,” she added. “When people realize that Grand Marnier is made of cognac and orange liqueur, we see a peak in interest.”

Villa said Campari was encouraged by consumption trends rebounding in bars and restaurants, but noted consumers are still drinking at home—and buying more through online channels.

“Consumers are continuing to turn to e-commerce for a range of occasions beyond just stocking up, and this continues to be the number one growth driver for the off-premise, elevating it into what we call ‘home-premise,’” Villa said.