Grand Marnier's Festive Hip-Hop (W)rapping Paper Initiative
Grand Marnier's festive collaboration with Unwrp and Teezo Touchdown produces unique gift-wrapping paper that pays homage to hip-hop culture
Article Brief:
In order to celebrate hip-hop's 50th anniversary in a festive manner, Grand Marnier has partnered with rap artist Teezo Touchdown and Black-owned gifting company Unwrp. This collaboration has led to the creation of a new holiday (W)rapping Paper program, as stated in a press release.
The initiative includes a holiday wrapping paper called (w)rapping paper, which pays tribute to the anniversary of hip-hop. Moreover, the initiative includes video content on YouTube and owned social channels showcasing the artist wrapping gifts, along with a specially curated cocktail kit available for purchase online.
In addition, the liquor brand is hosting a Grand Encounter event in both New York and Houston, allowing consumers to personally experience the brand while enjoying live hip-hop performances. Grand Marnier will also make a generous donation to The Hip Hop Museum.
Article Insight:
Grand Marnier is adding a contemporary touch to the festive season by paying homage to the significant milestone of hip-hop. Several brands, such as Hennessy, Sprite, and Rémy Martin, have also centered their marketing efforts around the genre's 50th anniversary, aiming to establish a deeper rapport with consumers by embracing cultural influences.
Grand Marnier’s (W)rapping Paper program offers a holiday wrapping paper featuring musical devices and players, showcasing the evolution of hip-hop music. In addition, customers can purchase the Grand Margarita holiday cocktail kit, including a drink recipe by Teezo Touchdown, garnishes, and complimentary wrapping paper, online. The kit is priced at $104.99.
To commemorate this special collection, Teezo Touchdown will be featured in video content demonstrating gift wrapping skills while discussing his music career. The content will be released on YouTube and shared across Grand Marnier's social media platforms on November 28th.
The brand is organizing an in-person opportunity called the Grand Experience in New York (Nov. 15 to Nov. 17) and Houston (Nov. 29 to Dec. 1). These pop-up events will allow legal drinking age consumers to discover more about the Grand Marnier brand while enjoying live hip-hop performances. Additionally, attendees will have the chance to purchase the Grand Margarita cocktail kit at the event.
"In a similar fashion to the exciting fusion of orange liqueur and cognac, this collaboration with UNWRP and Teezo Touchdown creates a unique item that combines hip-hop, holidays, and cocktails. Through this partnership, we aim to showcase the joy that comes from bringing together unexpected elements," stated Andrea Sengara, Campari U.S.'s vice president of marketing, in a press release.
As marketers seek to take advantage of the bustling end-of-year shopping frenzy, Grand Marnier has recently unveiled its holiday advertising campaign. In the realm of alcohol, Drizly, owned by Uber, has introduced a game show campaign called "What's It Gonna Be?" along with a gift registry. Additionally, Diageo brand Buchanan's has expanded its "We are the Spirit of the 200%" campaign to include a holiday initiative that honors Hispanic-Americans.
