Cheers! 2020 is almost over!
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