‍Elevating an Italian Classic

Challenge

Gran Gala, a premium Italian triple orange liqueur, sought to elevate its brand presence in the U.S. market. The goal was to strengthen its identity, create an engaging brand language, and develop promotional strategies to increase awareness and sales across both on- and off-premise establishments, including restaurants, bars, and grocery stores.

Solution

Working closely with Gran Gala’s brand manager, we developed a cohesive and immersive brand strategy that combined high-quality sales materials, engaging promotional tools, and striking visual merchandising. Our approach ensured that both business-to-business (B2B) and business-to-consumer (B2C) efforts aligned seamlessly.

1. Premium Sales & Promotional Materials

To establish Gran Gala as a premium brand, we designed high-end sales tools for distributors, bar owners, and retailers. These included:
• Elegant sales brochures showcasing Gran Gala’s heritage and premium quality.
• Recipe books featuring cocktails from around the world, each crafted to highlight the depth of Gran Gala’s flavor.
• Engaging bartending materials such as signage, games, and custom recipe guides to encourage usage and experimentation.

2. Consumer Engagement & Experiential Marketing

To bring Gran Gala to life in the minds of consumers, we created interactive and immersive experiences:
• The Magic Orange Eight Ball – A fun, table-side game at bars and restaurants, giving patrons a reason to engage with Gran Gala and try new cocktails.
• The Gran Gala Cocktail Wheel – A unique tool allowing consumers to discover exciting drink recipes featuring Gran Gala with a simple spin.
• The Gran Gala Recipe Book – A curated collection of signature cocktails that showcased Gran Gala’s versatility and global appeal.

3. The Gran Gala World Tour Campaign

To unify all elements under a cohesive theme, we introduced the Gran Gala World Tour campaign. This campaign celebrated Gran Gala’s international influence and premium Italian heritage through:
• Striking permanent signage featuring beautifully styled Gran Gala cocktails, evoking the timeless elegance of Italian lithographs.
• Shelf talkers, bottle neckers, and case cards in grocery stores to tell the brand’s story and entice shoppers.
• Custom photography highlighting Gran Gala’s rich color and smooth texture in cocktails, reinforcing its premium positioning.

Results

Through a strategic mix of design, promotion, and storytelling, Gran Gala’s brand perception was elevated on a national level. The campaign successfully:
• Increased brand awareness through high-quality, visually compelling materials.
• Drove trial and engagement with fun, interactive tools that encouraged consumers to explore Gran Gala cocktails.
• Enhanced retail and bar presence with premium, Italian-inspired design elements that highlighted Gran Gala’s authenticity and craftsmanship.

Conclusion

By combining premium aesthetics, engaging experiences, and a globally inspired campaign, we successfully positioned Gran Gala as a must-have liqueur for bartenders, retailers, and consumers alike. This comprehensive strategy not only reinforced Gran Gala’s Italian heritage but also solidified its status as a premium triple orange liqueur in the U.S. market.

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On-Premise Sales Portion Programs

We created a fresh and engaging premium look, with fun bar and table top drink selectors that give Bar Tenders and Patrons a "Gran Tour" of the world of drinks that are best made with Gran gala.

We shot a library of drinks and designed recipe books as well as drink selectors to encourage drink trial.

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Off-Premise

We created promotional windows in order to drive sales and educate the shopper about the many occasions Gran Gala makes better with fresh and exciting drink recipes.

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B2B Sales Materials

The Gran Tour promotion extended to the sales force sell in tools, in order to help sales people make a big impression and tell the Gran Gala while they are presenting to buyers and after they leave.