OBJECTIVE

Celebrate Grand Marnier’s 75th anniversary in Canada and close out a challenging year with a memorable, tongue-in-cheek campaign that reimagined the iconic Grand 75 cocktail as “The Grand Good Riddance.” The influencer-driven initiative aimed to keep Grand Marnier top-of-mind during the holiday season and inspire consumers to recreate the cocktail for their festive celebrations.

APPROACH

• Partnered with 10 GTA-based influencers to develop Instagram Reels featuring at-home cocktail tutorials and original recipe content
• Scheduled influencer content to go live between December 28–31, aligning with New Year’s Eve celebrations for maximum cultural relevance
• Conceptualized and designed a premium influencer mailer featuring Grand Marnier bottles with custom campaign labels, curated cocktail ingredients, and luxury bar tools and glassware
• Crafted a social storytelling campaign that balanced sophistication with playfulness, encouraging audiences to toast to “75 tears of joy” and the year ahead

RESULTS

• 98% positive social media sentiment
• 10K total social media engagements
• 106.5K total reach
• 48.6K Instagram Reel views
• 69 total content pieces created (including 49 additional posts and stories)