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.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?
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