Acclaimed Video Visionary Reintroduces Grand Marnier Luxurious French Spirit to Contemporary Audience
Grand Marnier, an award-winning French luxury liqueur brand, is enlisting the visual dynamism of an acclaimed music video director as it invites the world to “Live Grand” through a new brand campaign that launches this week.
The centrepiece of the campaign is an aesthetically arresting new television spot directed by Joseph Kahn, the visionary behind such iconic videos as “Bad Blood” by Taylor Swift. The campaign was created in partnership with J. Walter Thompson New York and celebrates the eccentric twists in life that transform the traditional into the truly grand.
Under the direction of Kahn and styled with select couture designs from Sonia Rykiel by Bjork and Lady Gaga stylist Edda Gudmundsdottir, the new television spot and digital campaign follows a distinguished gentleman, the host of an elegant party, as he welcomes guests into his mansion. As the party unfolds, the esteemed host takes matters into his own hands.
“‘Live Grand’ is about the journey of taking a good experience and transforming it into a grand one. I was inspired by the deep, rich heritage of Grand Marnier, the brand aesthetic, and the creative license to submerge viewers in a fantastical world that plays into the rich Cognac and bitter orange cues found in this iconic French spirit,” said Director, Joseph Kahn.
“Joseph Kahn has built a brilliant career defined by originality and a disdain for convention. We knew immediately that he was the perfect fit for Grand Marnier.
“With ‘Live Grand,’ we are inviting the world to join us in celebration—while reintroducing this beautiful blend of Cognac and exotic bitter orange to a new generation of stylish and sophisticated spirits drinkers,” said Melanie Batchelor, Vice President of Marketing, Campari America.
This is the first major marketing initiative from the brand since its new ownership under Campari Group, and signifies the Italian company’s intention to elevate the brand within its portfolio.
The “Live Grand” campaign is part of a nationwide broadcast, print and digital campaign, which will include Hulu, YuMue, YouTube and other channels. It begins running in this month.