What does the legacy of a music icon and that
of an almost 200-year-old liqueur have in common? If it's Future and Grand Marnier, it’s a new multiyear creative partnership.
The classic, orange-flavored cognac and Grammy-winning
artist have joined forces for “Remix Your Legacy, Make It Grand,” a new creative campaign that “inspire(s) fans to remix their own legacies by breaking the codes of tradition and
evolving culture.”
Direct fan engagement is a large component of the partnership, with experiential intimate as well as “grand” pop-ups across the country, which begin this
month. In New York City, Houston, and Atlanta the duo will host Grand Margarita tasting events through the end of the year and into early 2025.
On Instagram @GrandMarnierUSA, consumers can
post their own interpretation of the Grand Margarita to get a chance to win one of three grand prizes: an autographed copy of Future’s seminal “Dirty Sprite 2” on vinyl in honor of
the album’s 10th anniversary.
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“As someone who's flipped the script and reinvented how artists approach making music, I'm excited to see the response from fans and
look forward to seeing how people remix their drink of choice and further elevate the Grand Marg," added Future in the announcement.
The campaign also consists of content on both the brand and
Future’s social media platforms. Customers can find out the locations of upcoming pop-ups via Grand Marnier’s Instagram @GrandMarnierUSA.