How do you go from being the supporting act to the star of the present? That’s one advertising problem of French liqueur Cointreau, which regardless of being a part of a number of traditional cocktails, is usually missed by the on a regular basis drinker.
Cointreau’s world marketing campaign, created by company TBWAParis, elevates the common-or-garden ingredient to middle stage. It coincides with the alcohol model’s greatest refresh in 140 years—the redesign of its iconic bottle—and introduces a brand new slogan: “Cointreau adjustments the whole lot.”
The transformative energy of the orange liqueur is personified by the business’s star, a mysterious man who solely seems on the golden hour. Dressed utterly in orange, the dapper determine arrives at a celebration and has the magical skill to cease time. In that suspended second, he traverses by the group, making small changes that later change the partygoers’ expertise.
To conclude his mischief, he pulls a Cointreau bottle from his bag and locations it within the bartender’s frozen hand earlier than the revelling resumes.
American director Brian Beletic shot the advert, whereas French dancer and choreographer Kevin Bago performs the Cointreau Man.
Meet the brand new mascot
That is TBWAParis’ first work for the model after profitable a pitch final yr. The company approached this advert extra like a film trailer to introduce the “enigmatic character” of the Cointreau man, inventive staff Sébastien Guinet and Josselin Pacreau instructed Adweek.
“The aura that this Cointreau Man exudes is a tasty mixture of serenity, swag and absolute mastery,” the staff stated. “This movie illustrates the obsession of a model like Cointreau: an obstinate quest for perfection and a focus to the little element that adjustments the whole lot—whether or not within the design of its liqueur, in a cocktail or the success of a celebration.”
The orange-clad character has massive sneakers to fill. Earlier than this, the model’s best-known mascot was Pierrot Cointreau, a white-faced clown who appeared in advertisements as early as 1898. Immediately, Cointreau’s classic posters that includes Pierrot are bought on-line as collectibles.
The brand new advert coincides with the model’s redesign of its signature bottle–the most important overhaul to its visible identification in additional than a century. The up to date vessel options illustrated oranges on the label to make clear its taste and a QR code resulting in a web site with greater than 500 cocktail recipes.
The marketing campaign additionally consists of six illustrations of traditional cocktails, outside, press and in-store property that may run in Europe, Asia and the U.S.
Some nations have laws that restricts alcohol promoting, such because the French regulation that requires advertisers to solely present components associated to the model. To bypass these restrictions, extra spots change the mascot with Alfred Cointreau—heritage supervisor for the enterprise and a part of the sixth technology of the Cointreau household—and present him demonstrating tips on how to make cocktails.
CREDITS:
Advertiser: Cointreau
Head advertisers: Fanny Chtromberg, Alice Hoffmann, Julien Zehnacker
Company: TBWAParis
Company executives: Jean-François Reiser, Hugo Cabrit, Maëva Jordan, Zoé Longuet
Artistic administrators: Benjamin Marchal, Faustin Claverie
Strategic planners: Vincent Garel, Léa Rivoire
Artwork buy (purchaser): Fériel Simon
Inventive director: Sébastien Guinet
Copywriter: Josselin Pacreau
Manufacturing: Smuggler
Producer: Jerôme Rucki
Manufacturing director: Olivier Tahon
Movie director: Brian Beletic
Chief ops: André Chemetoff
Head of manufacturing: Maxime Boiron
Artistic producer: Lorraine Poincignon
Submit-production: Digital District
Submit-producer: Elise Gamboa, François Schmidt
Editor: Walter Mauriot
Calibrator: Matthieu Caplanne
Capturing supervisor: Laurent Larapidie
VFX 3D: Yann Nicolas Matte
Portray: Auentin Mabille
Compo flame: Michael Marques
Compo nuke: Fabrice Thumerel
Soundtrack: else
Head of music & sound: Olivier Lefebvre
Sound director: Fanny Mithois
Music creative director: Ferdinand Huet
Sound engineer: Matthieu Seignez
Sound coordination: Mélanie Bourdet
Enterprise affairs: Marion le Guluche
