Dive Brief:
- Grand Marnier is putting a festive spin on hip-hop’s 50th anniversary through a collaboration with rap artist Teezo Touchdown and Black-owned gifting company Unwrp for a new holiday (W)rapping Paper program, according to a press release.
- The effort includes a holiday wrapping paper — dubbed (w)rapping paper — meant to nod to hip-hop's anniversary. The effort also features gift-wrapping video content on YouTube and owned social channels featuring the artist along with a custom cocktail kit, which can be purchased online.
- Additionally, the liquor brand is offering a Grand Encounter event in New York and Houston where consumers can experience the brand in person and enjoy hip-hop performances. Grand Marnier will also be making a donation to The Hip Hop Museum.
Dive Insight:
Grand Marnier is putting a fresh spin on the holiday season by nodding to hip-hop’s historic milestone. Others this year have similarly focused marketing around the genre’s 50th anniversary, including Hennessy, Sprite and Rémy Martin, as they attempt to form a stronger connection with consumers by tapping into culture.
Included in Grand Marnier’s (W)rapping Paper program is a holiday wrapping paper made with Unwrp that features musical devices and players meant to tell the story of how music lovers have listened to hip-hop over the years. Additionally, consumers online can purchase the brand’s Grand Margarita holiday cocktail kit, which includes a drink recipe by Teezo Touchdown, garnishes and free wrapping paper. The kit retails for $104.99.
To celebrate the themed collection, Teezo Touchdown will be featured in gift wrapping video content that will see the star wrapping bottles of Grand Marnier while talking about his music career. The content will be shared on Nov. 28 on YouTube and across the brand’s social channels.
Additionally, the brand has planned a Grand Experience in-person opportunity in New York (Nov. 15 to Nov. 17) and Houston (Nov. 29 to Dec. 1). During the pop-up events, consumers of legal drinking age can learn more about the Grand Marnier brand while enjoying hip-hop performances. The Grand Margarita cocktail kit will also be available for purchase at the event.
"Just like the unexpected encounter of orange liqueur and cognac coming together to create something grand, this collaboration with UNWRP and Teezo Touchdown to create an item that blends hip hop, the holidays and cocktails demonstrates the fun you can have when you bring together the unexpected,” said Andrea Sengara, vice president of marketing for Campari U.S. in a press release
Grand Marnier is one of the latest to roll out its holiday advertising as marketers look to capitalize on the critical end-of-year shopping craze. In the alcohol realm, Uber-owned Drizly launched a ‘What’s It Gonna Be?’ game show campaign and gift registry. Meanwhile, Diageo brand Buchanan’s earlier this month extended its “We are the Spirit of the 200%” with a holiday effort that celebrates Hispanic-Americans.
