Campari Group-owned Grand Marnier has extended its marketing partnership with hip hop artist Future in the latest round of the liqueur’s campaign in the US.
‘Remix Your Legacy, Make it Grand’, which commenced in December, will be bolstered by a brace of digital shorts featuring the rapper, singer/songwriter & producer. The spots appear on Grand Marnier’s website in the country and “showcase authentic celebrations across various settings, from intimate gatherings to major events”.
The campaign debuted with an online focus, offering signed album copies via Instagram.
“This collaboration represents a … fusion of tradition and innovation,” said Campari America’s marketing VP, Andrea Sengara. “Our collaboration with Future weaves a narrative that encapsulates the essence of Grand Marnier and the art of elevating moments through unexpected combinations.”
In late October, Campari Group posted a 2.1% sales increase from the first nine months of last year. The brand owner, which is also in the process of reviewing its global headcount, will announce its full-year numbers for 2024 on Tuesday (4 March).
