The Grand Marnier team tasked Soho with developing and executing a multi-market, tentpole experiential program designed to deliver social currency to attendees through brand education and engaging, culturally relevant activities.
The immersive experience had a dual objective: effectively convey the brand proposition and enhance consumer perceptions, ultimately cultivating brand advocates who would enthusiastically recommend Grand Marnier to their peers.
Soho’s solution revolved around three key focal points: dismantling preconceptions, demystifying the liquid, and establishing cool credentials.
The experience provided attendees with the opportunity to gain insight into the liquid, acquire the skills to craft delectable Grand Marnier cocktails, and enjoy captivating photo opportunities for seamless social media sharing. Additionally, the event offered e-commerce opportunities, ensuring a seamless pathway to product acquisition. Finally, guests were treated to live music and the chance to dance the night away, all of this making for an unforgettable experience.