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Cointreau

Cointreau is one of the world’s most famous crystal clear spirits, best known as a key ingredient in some of the most popular cocktails of our time, including the Margarita and the Cosmopolitan. Despite the French brand’s 150-year history, many consumers don’t have a clear concept of what Cointreau is or how to enjoy it. To address this, Cointreau retained Formula to raise the brand’s profile in the U.S.

Challenges:

  • Introduce the Cointreau brand to fashion, lifestyle and general market media
  • Create awareness for Cointreau’s partnership with brand ambassador Dita Von Teese
  • Drive awareness of Cointreau’s unique molecular mixology creation, Cointreau Caviar
  • Develop foundation for ongoing coverage of the Cointreau brand beyond trade spirits/beverage media

Strategy:

  • Position Cointreau’s partnership with burlesque queen Dita Von Teese as a “Return to Glamour” in order to drive interest among fashion and lifestyle editors
  • Develop a unique press experience at New York’s Ritz Carlton to introduce the Dita Von Teese partnership to top-tier media
  • Create a unique environment to unveil Cointreau Caviar, a patented molecular mixology process, to leading mixologists and media in New York City
  • Introduce top-tier media to Manhattan’s first, unique Cointreau Caviar cocktail at world-renowned restaurant, DANIEL

Results:

  • Formula secured attendance to the Dita Von Teese announcement event and subsequent coverage from top-tier media including Vogue, Elle, Style.com, Us Weekly, Paper and Complex
  • Introduced Cointreau Caviar to mixologists at the elegant New Museum while capturing the attention of top-tier press such as Esquire, Playboy, The New York Times, Town & Country, and Fashion Week Daily
  • Formula organized and executed three intimate media events at DANIEL to introduce mixologist Xavier Herit’s unique “Strawberry & Pearls” cocktail – the first in the city to use Cointreau’s molecular process
  • Attendees included Reuters news service, Good Morning America, Town & Country, NY Magazine, Wine Enthusiast, Cheers, NY 1, TimeOut NY, and iVillage.com

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Cointreau


Cointreau