Cointreau is back in the news with its new agency TBWA\Paris and a game changer campaign.
A new slogan that changes everything
Bartenders and mixology enthusiasts know the Cointreau secret well: thanks to its aromatic intensity, a single note of Cointreau liqueur enhances the other ingredients to create a perfectly balanced cocktail. It is this ability to balance, transform and elevate that Cointreau has decided to translate into its new international slogan:
« COINTREAU CHANGES EVERYTHING ».
A brand-new campaign to reveal the slogan internationally
To mark the rejuvenation and upgrade of its iconic bottle, the most important in 140 years, and to support this new slogan, Cointreau has released a new brand film directed by Brian Beletic. The scenario develops around a mysterious Cointreau man, as he is all dressed in orange, who suspends time at a party. This main character is played by French dancer and choreographer Kevin Bago. Slipping gracefully between the magically frozen guests, he makes his way to the host just in time to replace a recently emptied bottle of Cointreau! Thanks to his intervention - and a few other small and mischievous changes he makes- the evening can resume its course and be even better than when it started.
The film is accompanied by a printed campaign that plays with the idea of anamorphosis: the elements of the set are painted to form a square from a single point of view.
This Cointreau orange square, which will gradually be used in the brand's communications, highlights how the drink transforms not only cocktails, but also moments and moods.
This professional campaign titled 'COINTREAU CHANGES EVERYTHING' was published in France in December, 2022. It was created for the brand: Cointreau, by ad agency: TBWA\Paris. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 10 months ago.
Head Advertisers: Fanny CHTROMBERG, Alice HOFFMANN, Julien ZEHNACKER
Agency Executives: Jean-François REISER, Hugo CABRIT, Maëva JORDAN, Zoé LONGUET
Creative Directors: Benjamin MARCHAL & Faustin CLAVERIE
Strategic Planners: Vincent GAREL, Léa RIVOIRE
Art Purchase (Buyer): Fériel SIMON
Artistic Director: Sébastien GUINET
Copywriter: Josselin PACREAU
Production: EXCUSE MY FRENCH SMUGGLER
Producer: Jérôme RUCKI
Production Director: Olivier TAHON
Film Director: Brian BELETIC
Chief OPs: André CHEMETOFF
Head of Production: Maxime BOIRON
Creative Producer: Lorraine POINCIGNON
Post-production: DIGITAL DISTRICT
Post-producer: Élise GAMBOA & François SCHMIDT
Editor: Walter MAURIOT
Calibrator: Matthieu CAPLANNE
Shooting supervisor: Laurent LARAPIDIE
FX 3D: Yann NICOLAS MATTE
Painting: Quentin MABILLE
Compo Flame: Michael MARQUES
Compo Nuke: Fabrice THUMEREL
Head of Music & Sound: Olivier LEFEBVRE
Sound Director: Fanny MITHOIS
Music Artistic Director: Ferdinand HUET
Sound Engineer: Matthieu SEIGNEZ
Sound Coordination: Mélanie BOURDET
Business Affairs: Marion LE GULUCHE
PRINT & DIGITAL:
Artistic Directors: Pauline SENECHAULT & Cyrielle DECLAREY
Photographer: Arnaud PYVKA @WSM
Photographer / Director: Matthieu DORTOMB @Phom
COCKTAIL RECIPES VISUALS:
Photographer: Louis Dewynter @Brice Pascal-Suisse
Artistic director’s assistant: Clémence PARENT
TVC International Music Credits:
Title: Big Spender (Neumodel Remix)
Songwriters: Dorothy Fields / Cy Coleman
Publishers: Campbell Connelly & Co ltd with authorisation from Campbell Connelly France, all rights reserved.
Music credits for EVIN Cocktail Tutorials:
Music: « AGITATIONS TROPICALES »
Music by Charles DU GROS DE BOISSEGUIN PAGNIEZ, Tom DAVEAU, David GAUGUE, Hagni GWON, Martin NEUMANN
Lyrics by Charles DU GROS DE BOISSEGUIN PAGNIEZ, Flore BENGUIGUI
© For a While / Moka Music
With kind permission from 22D MUSIC GROUP