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Grand Marnier to unleash "Frenglish" advertising thrust

Posted: 16/05/08
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London, May 16, 2008 – Grand Marnier® is poised to unveil a seven-figure ‘frenglish’ consumer advertising and promotional campaign in June focused on a new summer cocktail called the Grand Esprit.

First shots in the campaign, the largest Grand Marnier has ever undertaken in the UK, will appear in national newspaper weekend colour supplements during June and July backed with a support campaign in Tesco and Sainsbury magazines.

Written in a mix of French and English, the campaign reflects the marriage of French Grand Marnier with English elderflower cordial to create the sophisticated summer cocktail the Grand Esprit.

The Grand Esprit targets upscale consumers in the 30-55 year age group. Wide-ranged sampling at major consumer events such as the BBC Good Food Summer Festival and the Taste of London seeks to introduce the Grand Esprit to a minimum of 100,000 consumers.

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

The Grand Esprit is the spearhead for the Grand Marnier promotional programme in the UK. Marrying Grand Marnier Cordon Rouge with elderflower cordial and soda water, The Grand Esprit promises to become a classic summer drink for entertaining at home, for glamorous picnics, midsummer balls, or to add a personal treat for guests at lunch in the garden or at a summer barbecue.

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

Guillaume Villerabel, Marnier-Lapostolle Area Export Manager for UK, Benelux & Russia, 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”.

Grand Marnier is available from supermarkets and off-licenses priced around £15 for a 50cl bottle and around £20 for a 70 cl bottle

For distribution enquiries contact sales@cellartrends.co.uk or visit the website: www.cellartrends.co.uk

Photography of Grand Esprit advertising campaign is available from V O I CE

For further information contact:
V O I C E
Eugene Bacot 020 7731 4526 eugene@voice-pr.co.uk
Colin Lewis 020 7731 4489 colin@voice-pr.co.uk
1 Riverbank House
1 Putney Bridge Approach, London SW6 3JD

Contact Name: Colin Lewis
Role: Director
Company: Voice Public Relations
Contact Email: click to reveal e-mail
Contact Phone: 020 7731 1700