French liqueur house Grand Marnier has unveiled an exclusive travel retail presentation that underlines the brand’s Parisian origins, as well as showcasing its blend of Cognacs and bitter orange.
The company said it aims to win over a new target consumer group, mainly comprising Asians and Russians who enjoy Cognac and liqueurs, and to refresh the brand’s image for existing European and North American consumers.
The special presentation is first being offered at Paris Charles de Gaulle Airport, which the company said is the leading European destination for Asian, Russian and North American travellers. It will then be extended to the rest of the world.
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French spirit: The travel retail exclusive presentation captures the ambience of Paris |
The travel retail initiative features several other components. A communication campaign symbolises Grand Marnier’s special relationship with Paris, centered at the heart of the Haussmannian district where the company has been based since it was founded in 1880.
Glossy red, the brand’s traditional colour, dominates while delicate white lines outline a panoramic view of the Paris skyline, “symbolising the intrinsic relationship between the brand and the City of Lights”.
The message “˜The Spirit of France with Cognac’ emphasises the product’s origins, a blend of Cognac and Caribbean oranges. The campaign will come to life via various support material, including product displays and window stickers.
Echoing the campaign’s theme, the new packaging features an instantly recognisable Parisian street scene. The brand’s red colour features on the sides of the box, which also display Grand Marnier’s gothic lettering logo.
The packs are available with or without a gift glass at the same price as a standard Grand Marnier litre bottle.
Grand Marnier said that the campaign and new presentation will create “a virtual Parisian shopping experience”.
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*Source: IWSR
