UK: Grand Marnier launches ‘Frenglish’ ad campaign

By just-drinks.com editorial team | 16 May 2008

Grand Marnier is set to launch a seven-figure advertising and promotional campaign next month focused on a new summer cocktail Grand Esprit.

The 'frenglish' campaign, the largest Grand Marnier has undertaken in the UK, will be written in a mix of French and English to reflect the marriage of French Grand Marnier with English elderflower cordial.

Framed on a bottle of Grand Marnier with a pitcher and glass of the Grand Esprit against a background of summer fields, the slogan reads: "Avec les amis, Grand Marnier's Summer drink brings the subtle aromatic notes of cognac together with a fruity intensity."

Guillaume Villerabel, Marnier-Lapostolle, area export manager said: "We believe we have created a new classic drink for the summer which will appeal to sophisticated consumers. Research shows they have no difficulty understanding the French text. We are putting substantial investment into this programme."

Distributor Cellar Trends, which represents Grand Marnier in the UK, will conduct a trade selling in programme to complement consumer sampling.

Sectors: Spirits