Grand Marnier, the 143-year-old French liqueur brand made of cognac and bitter orange liqueur, is launching a campaign today that celebrates unexpected pairings.

The “Grand Encounter” campaign consists of six short films from British director Jake Nava, showing how disparate entities can blend well together, including a pianist and a DJ at a turntable; and a ballet dancer and a hip-hip counterpart. The spots, meant to have a music-video feel, also show how Grand Marnier can bring an unexpected element to cocktails, as when used as an alternative to triple sec in a margarita; or as a refined experience when drank as a cognac.

The campaign, created by the brand and agency Wunderman Thompson Paris, includes videos that will roll out across digital and point-of-sale channels, as well as ads in print publications. Various integrated experiences are also being planned around the campaign, according to Julka Villa, head of marketing for Campari Group, Grand Marnier’s parent.

The new campaign comes as Grand Marnier looks to rebound from a slow 2022 when it grew by 1.3% worldwide but shipments declined slightly in the U.S.—results Campari executives attributed to glass supply constraints and the challenge of lapping 44.6% U.S. growth in 2021. Grand Mariner, known for a wax seal and red ribbon on its shapely bottles, is the fourth largest brand family in Campari’s portfolio, accounting for 7% of its global revenue, or about $200 million, in 2022.

The ads are meant to remind cocktail drinkers of the ways Grand Marnier can be utilized in “hero serves” like grand margaritas and the grand smash cocktail, but also appeal to the cognac drinker, Villa said in an email interview. The “grand encounter” of cognac and orange brings a depth of flavor and a bolder profile to those experiences, according to Villa.

“We believe there’s tremendous upside in educating consumers about [our] point of differentiation vs. competitors, and this in turn will help recruit new fans to the brand,” Villa said.

“We want consumers to understand the product knowing exactly what’s inside,” she added. “When people realize that Grand Marnier is made of cognac and orange liqueur, we see a peak in interest.”

Villa said Campari was encouraged by consumption trends rebounding in bars and restaurants, but noted consumers are still drinking at home—and buying more through online channels.

“Consumers are continuing to turn to e-commerce for a range of occasions beyond just stocking up, and this continues to be the number one growth driver for the off-premise, elevating it into what we call ‘home-premise,’” Villa said.

Advertising on social channels was the right approach for building brand loyalty and deep relationships with customers, Villa said.

“People have become increasingly wary and less interested in traditional advertising, and digital content, in particular, has become a powerful tool in reaching audiences today,” Villa said. “Our strategy for rolling this out across digital platforms enables us to drive relevant engagement and conversations, further developing brand loyalty.”