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August 2009
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October 2009

September 2009

Grand Marnier Uses Retro Visuals To Digitize Brand Story

While leafing through the October issue of Vanity Fair, I came across a new (and very cool) ad from Grand Marnier. The ad takes on a colourful art-deco style and shows a woman's rather tall and curvy legs dancing in red high heels on top of a piano to some rather delighted guests.

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As a Grand Marnier fan, I couldn't help but be drawn into the story. I could visualize the scene - fancy party, well-dressed folk enjoying some fine music, company and drinks. The mood is energetic, cosmopolitan and sophisticated - rather playful. The header in the ad sums up the scene as "La Vie Grand Marnier" (the Grand Marnier life), and in an instant I know that this is a life I could understand and appreciate.

The ad is part of a $4 million initiative developed in conjunction with ad agency Lambesis. Kicking off on October 1, the campaign focuses on digital advertising but uses classic French images to tell the brand story.

Reminiscent of Toulouse-Lautrec, the images and their introduction to the digital world will be used in iPhone applications, rich media banner ads, and Facebook promotions. The introduction of a digital campaign is a fairly new direction for the company which is part of an effort to revitalize the brand with a younger consumer target.

The liqueur will also be promoted on billboards in New York and San Francisco and in print magazines targeting consumers who are interested in travel, entertainment and food. A limited edition bottle will also be sold in select stores at a cost of $64.99. The label will feature the words "La Vie Grand Marnier" and the box will feature graphics from the campaign.

The combination of using visually appealing print ads with digital applications is a unique approach to brand storytelling. The "retro" look and feel tells a story on its own...of Grand Marnier's history and unique positioning in the marketplace. One cannot help but use the imagination to connect with the brand experience.

What do you think of Grand Marnier's approach to the campaign? Will the digital component be a hit with the younger target market?

NOTE TO READERS: TypePad is introducing upgrades to the system in the next couple of weeks. I'm hoping that the changes won't affect current feeds, but please be patient if they do! Thank you!

 

 


Timberland Goes Hog Wild Over New Campaign

Footwear and outdoor clothing company Timberland has come up with an innovative new ad campaign that integrates TV, social media, mobile and on-site experiential marketing.

The TV ad known as the "Bait" commercial (originally launched in the UK and now in the US) features a rather outdoorsy looking runner being chased by a huge bear, wild boars and a wolf pack. The music is fast paced and draws the viewer in through use of its compelling cinematic elements. At the end of the clip, the tagline warns viewers that "If you're not fast, you're food."

What's cool about this campaign (besides the TV ad) is that Timberland recognized the need for a multi-faceted approach to advertising through several kinds of media. There are iPhone and Blackberry applications, videos, sidewalk graffiti - and a subway station "takeover" in Cambridge, Mass. not far from their head office.

According to Theresa Palermo, Senior Director of Marketing at Timberland North America, the purpose of the program is to "engage millenial customers online, on their phones and out in major cities around the world."

Kudos to Timberland for using integrated marketing techniques and a compelling and hip cinematic approach to interest potential customers in their new products.

What do you think of the Timberland campaign? Which element do you think will be the most effective - TV, mobile, on-site apps or social media?