Grand Marnier Presents: The Grand Good Riddance — The Drink That 2020 Deserves.
As this – for lack of a better word – unprecedented year begins to wrap up, Grand Marnier is looking to celebrate in a rather grand way, giving The Grand 75 in Canada the timely new name it deserves for the remainder of the year: The Grand Good Riddance.
The recipe for The Grand Good Riddance is almost identical to The Grand 75. It calls for 1.5 oz. of Grand Marnier, 2-3 oz. of Champagne, and 0.5 oz. fresh lemon juice. But there’s a key ingredient added that sets it apart – 75 tears of joy that 2020 is almost over, a surprising twist that’s perfectly suited to the year we’ve all had.
This integrated campaign went live November 27th across three social channels (Pinterest, Facebook and Instagram) alongside a strategic OOH buy. This buy consisted of large format murals and wild postings placed in high traffic areas, plus specific location-based TSA’s in close proximity to LCBO locations, keeping the product top of mind during the holiday season.
Of course, while we may see more cancelled soirées next year, it’s safe to say we’ll never have another year quite like 2020. And that’s something we can all raise a glass to.
Title: The Grand Good Riddance
Client: Campari Canada
Brand: Grand Marnier
Creative Director: Ryan Spelliscy
Head of Production: Andrew Schulze
Business Driver: Heather Horton, Taeya Page
Connections Planner: Olivia Murphy
Strategist: Kaiti Snell
Art Director: Mariam Alqasim
Copywriter: Rebecca Skinulis
Designer: Dameon Neath
Director/Photographer: Nikki Ormerod
Executive Producer/Partner: Scott Houghton
Director of Photography: Nina Djacic
Producer: Christa Michelle
Editor: Kerstin Juby
Colour: Kassi Bellamy
Retoucher: Patty Watteyne/Jorge Chaves
Associate Director: Alana Karelson
Media Manager: Jacky Hubbard
About Grand Marnier
Created in 1880 by Louis-Alexandre, Grand Marnier combines the intensity of exotic bitter orange with the character of Cognac. The recipe has not changed since it was created, resulting in a liqueur with powerful and complex aromas and flavours. Grand Marnier Cordon Rouge contains 51% Cognac, which adds an intriguing twist to classic cocktails and long drinks – giving Champagne cocktails like the Grand 75 and the simple Grand Tonic a multi-layered flavour.
About the Campari Group
Davide Campari-Milano S.p.A., together with its affiliates (‘Gruppo Campari’), is a major player in the global beverage sector, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. The Group’s portfolio, with over 50 brands, spans spirits, the core business, wines, and soft drinks. Internationally-renowned brands include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. Headquartered in Sesto San Giovanni, Italy, Campari owns 18 plants and 2 wineries worldwide and has its own distribution network in 19 countries. The Group employs around 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), are listed on the Italian Stock Exchange since 2001. For more information http://www.camparigroup.com.
About Campari Canada
Campari Canada serves as the nationally-focused extension of global beverage leader, Campari Group. Designed to fortify the Campari Group legacy across the national landscape, Campari Canada serves as owner, importer, and marketer of a diverse portfolio of over 30 internationally-recognized brands spanning across all fine spirits categories. Among them is Canadian spirits company, Forty Creek Distillery Ltd., known for its award-winning range of complex yet approachable whiskies. With the Grimsby, Ontario-based Forty Creek location serving as the company’s bottling plant and warehouse, and corporate office headquartered in Toronto’s bourgeoning Liberty Village, Campari Canada continues in the Group’s steadfast commitment to building lifestyle brands and people with passion. Its portfolio of internationally-renowned brands includes Aperol, Appleton Estate, Bulldog Gin, Campari, Cinzano, Forty Creek, Grand Marnier, Glen Grant, SKYY Vodka, Espolòn Tequila, and Wild Turkey.
For more information: http://www.camparigroup.com/en.
Please enjoy our brands responsibly.