In the last few years, Grand Marnier has offered a response that may be summarized in 4 points:
- We do not modify the product.
- We modernized the packaging, but retain all the signs of quality (the wax seal, the red ribbon, the blazon, the signature...).
- We build on the worldwide popularity of cocktails: we will thus sell the liquor, not as a product to be consumed by itself, but as an essential element for cocktails.
- We launch a global marketing campaign.
This last point is quite an innovation: Global brands of wines and spirits have to find a balance between the different ways their products are consumed locally and the need to have global consistency. All too often the regional marketing managers launch local campaigns which attempt to adapt to consumers, but which lose sight of the coherence of the brand. The Grand Marnier campaign has found a way to reconcile both with skill:
- The campaign highlights the pleasure of sharing by adding an image to the iconic bottle. Of course, there is the mandatory "Evin Law" version for France where citrus bigardia oranges take the place of "happy people"....
- Grand Marnier is associated each time with a cocktail or in a different blend.
- The cocktail or melange is adapted to regional tastes, so each region is able to appropriate the advertisement of the brand by choosing its own style of drink.