Rémy Cointreau Unveils Largest Campaign To Date Behind Cointreau

Rémy Cointreau has launched a new ad campaign for Cointreau, celebrating the 75th anniversary of the Margarita, amid a period of substantial growth for the popular liqueur, which is now approaching the half-million-case mark. The campaign stars actress Aubrey Plaza and focuses on making the Margarita “MargaRight”—using Rémy’s preferred recipe of Tequila, lime juice, and Cointreau.

“The MargaRight campaign is our largest campaign to date across connected TV, digital, and social platforms,” said Nicolas Beckers, CEO of Rémy Cointreau Americas. “In addition to a widespread media campaign, you’ll also see a range of creative spots and photo stills, captured in both home entertaining and bar and restaurant settings.”

The new push is aimed at spurring more growth for the liqueur following three strong years. While Cointreau has been generally trending upward since 2015, the brand’s growth exploded in 2020, when it surged to 346,000 cases, over 100,000 cases more than in 2019. Last year, the cocktail staple grew 9% to over 450,000 cases, according to Impact Databank. For Rémy Cointreau’s full fiscal year 2022-2023, ended in March, the liqueur contributed to a 19% boost for the company’s Liqueurs & Spirits division, whose sales reached Є419 million ($452m) for the year.

The campaign, according to Beckers, is humorous and “Aubrey Plaza is the perfect fit because she delivers an irreverent, audacious honesty, in a comedic tone, which is exactly what the MargaRight campaign seeks to do.”

While the current campaign is focused on Cointreau’s role in the Margarita, Becker says, there will be more to come as the seasons change. “Our marketing campaigns focus on the Margarita and the Cosmopolitan. We strategically focus our efforts on the Original Margarita during the summer season because the cocktail symbolizes the warmer weather,” he said. “When the holiday season approaches, we elevate the Cosmopolitan made with Cointreau as its pink blush color perfectly fits into the holiday season.”—Shane English

Tagged : Cointreau, Remy Cointreau

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