Gran Marnier

The Ask:

LVMH required a global rebrand for Grand Marnier, involving an overhaul of the brand's lexicon and voice across all communication mediums.

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Answer:

My responsibility was to craft a new and revitalized voice for Grand Marnier, ensuring it resonated with the brand's luxurious and classic heritage. In collaboration with my team, we developed the “La Vie Grand Marnier” campaign. This campaign was designed to evoke the sophistication of classic cocktail style, using language and imagery reminiscent of vintage cocktail posters, but with a modern twist. This approach aimed to attract both traditional admirers and a new generation of Grand Marnier enthusiasts.

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Result:

The "La Vie Grand Marnier" campaign was a triumph. LVMH fully embraced the new brand voice and the campaign's innovative approach. My contributions included coining the "La Vie Grand Marnier" tagline, writing several print and trade ads, and scripting three TV spots that were broadcast globally. The campaign's international success not only rejuvenated the Grand Marnier brand but also led to our agency being awarded additional work with LVMH's Moet champagne brand, marking a significant accomplishment in our partnership