Leagas Delaney aims to give Grand Marnier a more youthful image

Leagas Delaney has created a sultry press campaign for Grand Marnier in a bid to make the spirit more appealing to younger drinkers.

Leagas Delaney has created a sultry press campaign for Grand

Marnier in a bid to make the spirit more appealing to younger

drinkers.



The ads, which all include the line ’spiked with oranges from the French

West Indies’, feature the up-and-coming model, Tamara. They are shot by

the acclaimed fashion photographer, Ellen von Unwerth.



One execution, for example, shows a black-and-white shot of Tamara lying

on a bed, clad in a short velvet dress. She stares moodily out from the

picture, clutching a bottle of Grand Marnier which is pictured in

colour.



The red on the Grand Marnier seal is picked out in the text boxes on

each side of the image.



The campaign will appear regionally on posters in London and Scotland

during September, and nationally in the style press. The media schedule

includes magazines such as FHM, Cosmopolitan and GQ from September to

December.



The ads were created by the Leagas Delaney art director, Darryl

McDonald.



The advertising will be supported by a sales promotion and sampling

campaign that aims to encourage drinkers to try Grand Marnier in new

ways. These include having it with a slice of lime or mixed with tonic

or bitter lemon.



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