The WOO Agency Secures Digital Duties for French Luxury Spirit Grand Marnier

LOS ANGELES, Nov. 8, 2011 /PRNewswire/ -- Grand Marnier has officially named The WOO its digital agency of record with main duties to manage and expand the luxury spirit's social media presence. This partnership marks The WOO's first AOR venture into the top-shelf spirit world.

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The WOO's strategy involves creating campaigns that focus on people, interests and lifestyles that resonate and connect with a younger drinking age audience. Most recently The WOO launched a high-impact brand alliance between Grand Marnier and Grammy award-winning artist Bruno Mars to raise the luxury spirit's profile among music fans. Mars was the perfect complement to represent the youthful, vibrant spirit of Grand Marnier.

The WOO's primary responsibility is to advance the Grand Marnier Facebook experience (www.facebook.com/grandmarnier) to the next level through interactive apps, unique content and lifestyle profiles.

A full-service advertising agency with offices in Los Angeles and New York, The WOO specializes in blurring the lines between traditional and non-traditional marketing. According to David Abehsera, The WOO President and Chief Strategic Officer, the agency will be using a combination of digital, social and on-premise strategies to generate new excitement around the brand.

"Since its inception, Grand Marnier has always been perceived as a drink enjoyed by the privileged/country club set," Abehsera said. "We're trying to change that perception because Grand Marnier is a unique, highly versatile spirit that can be enjoyed by all – whether it's mixed, neat or over ice. To achieve meaningful connections with today's young drinkers, we're focused on creating relevant brand associations, developing engaging new content and exploring fun and interesting social experiences that invigorate interest and preference for Grand Marnier."

Valerie Moizel, The WOO Executive Creative Director, explained, "Creatively we want the Grand Marnier experience to be vibrant, youthful and fun – just like the people we're targeting. We expect our campaigns will excite younger audiences in ways that surprise and delight them."

"We are very excited to work with The WOO," said Pamela Broyles, Marketing Manager Marnier Lapostolle Inc., Grand Marnier. "This agency has a reputation for using out-of-the box, integrated approaches to gain attention for brands. So of course, they were the natural choice for us. We are confident that The WOO will help us deliver unique and fresh online experiences that are distinct and will break through for Grand Marnier."

About Grand Marnier

Founded in France in 1827, the House of Marnier Lapostolle is still owned and operated by the fifth, sixth and seventh generations of the family. In addition to the iconic Grand Marnier, which is made from the original secret recipe, they produce Chateaux de Sancerre Loire Valley wines, KAPPA Pisco, and Lapostolle wines from Chile. Grand Marnier is distributed in the United States by Moet Hennessy, leading importer and marketer of luxury wines, spirits and champagnes.

About The WOO

The WOO, formerly known as Woo Agency, was founded in 1996 and is a full-service advertising agency that specializes in integrated advertising programs across all media: TV, radio, print, DM, digital, viral, social media, direct response, branded response, branded content, advertising, retail, package design, guerilla, events and POP. With offices in New York and Los Angeles, The WOO has implemented marketing initiatives for market-leading clients, such as Samsung, Lenovo, Intel, DISH Network, NFL Network, Aston Martin, Microsoft, Netgear, Cisco, Linksys, Sundance Channel, The Coffee Bean & Tea Leaf and LA Fitness.  For more information on The WOO, please visit http://www.wooagency.com.

For media inquiries and/or to arrange an interview, please contact Tyler Barnett at 323.937.1951 or [email protected].

SOURCE The WOO