Grand Marnier in February launched an on-premise sampling event and sweepstakes to raise awareness and encourage trial of its brand. The program runs through the end of March.
Sampling events, which launched in February, are taking place in restaurants and bars in major cities and college towns where on-premise brand ambassadors, dubbed “The Reds” for the color of the wigs and attire they are wearing, distribute the samples as well as t-shirts and other promotional prizes.
The sweepstakes, called Lift Your Spirits, encourages fans of the brand to raise a glass, snap a photo and post their picture on Grand Marnier’s Facebook page for a chance to win a three-day, three-night winter getaway to a luxury resort in Vail, CO. The Grand Marnier Reds also will be taking photos on-premise, which fans can tag to enter the sweeps.
“The goal of the Lift Your Spirits campaign is to surround our younger drinking age target with online and in-person activities that encourage social behavior and involvement with the Grand Marnier brand,” Pamela Broyles, marketing manager at Marnier Lapostolle, told Buzz. Agency: The WOO Agency, Los Angeles.