Marnier Gets It Together

Grand Marnier is letting consumers do the mixing with a new campaign.

Get  togethers on a Thursday encourages friends and work colleagues to sample Grand Marnier at 64 of the UK’s most fashionable bars by creating their own cocktails. Following an incredibly successful first three-week run of the 2005 Grand Marnier Brand Experience campaign, the events have now been expanded to new venues across the UK.

For three consecutive Thursdays at each venue, brand communicators will encourage consumers to purchase a cocktail kit including a cocktail shaker, a choice of three mixers and cocktail recipe ideas. Consumers purchasing a cocktail kit will also receive a £3-off voucher valid in Thresher and Wine Rack stores against the purchase of a bottle of Grand Marnier. Claire Mendez, brand manager, Grand Marnier, says, “By delivering such an impactful consumer experience, we’ll be able to demonstrate the versatility of Grand Marnier while driving sales and encouraging consumers to engage with the brand.”

The activity is intended to broaden the appeal of the liqueur by targeting the 25 to 35 year-old age group, to position Grand Marnier as a stylish and versatile drink, and to encourage consumers to include it in their regular drinking repertoire.