Campari Group has lined up a worldwide marketing activation for its Grand Marnier Cognac and liqueur brand.
‘Close Encounter’ has been rolled out this week, centred around two cocktail serves that feature the liqueur as well as the Louis Alexandre Blend expression from Grand Marnier’s Cognac portfolio. The campaign “aims to create a deeper connection with consumers who are looking for new ways to enjoy Grand Marnier at home with friends”, according to the brand owner.
Comprising six “mini-films”, the activity also comprises POS as well as out-of-home and digital presences.
“We want to start a conversation about the … possibilities of unexpected pairings – much like the … meeting of Cognac and bitter orange liqueur and the elevated cocktail that is the Grand Margarita,” said Campari’s global head of marketing, Julka Villa.
Last year, Campari posted a year-on-year lift in sales of 16.4%, with Grand Marnier accounting for 7% of the group’s performance.
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