Make Your Margarita, MargaRight

Creative content company, Edisen today unveils the largest campaign to-date for cocktail pioneer Cointreau, ‘Make Your Margarita, MargaRight’. Starring Aubrey Plaza, who is known for her palpable charisma and unparalleled wit, the summer campaign positions the iconic orange liqueur as the necessary ingredient to make a Margarita the ‘MargaRight’ way.

Edisen was delighted to partner with Talent Republic to cast and secure Aubrey. They were instrumental in presenting a hero that matched all the elements sought after by Cointreau that aligned with the brand personality of being playful, sophisticated and of the moment.

As the largest advertising campaign for the iconic brand to date in the U.S., Cointreau enlisted the services of Edisen directly, tasking the creative studio with developing a concept that brought to life the 75th Anniversary of The Original Margarita. Edisen fulfilled the brief from start to finish, overseeing strategy and consumer insights to conceptualising, scripting, production, and post.

Shot in Atlanta, the tongue-in-cheek campaign consists of two unique spots for different audiences - one for on-premise (establishments that serve alcohol), and one for off-premise (entertaining at home / with friends / in private). Captured in both home entertaining, bar and restaurant settings, the glamorous Audrey Plaza insists her Margarita be made the ‘MargaRight’ way with Cointreau, tequila and fresh lime juice - anything else is simply ‘MargaWrong’.

Created in 1948 by Margaret Sames, whose original recipe combine three simple ingredients Cointreau, tequila and fresh lime juice, Margaritas are the #1 cocktail consumed in the U.S year-round, with peak consumption over the summer. Edisen collaborated with the Cointreau team to conceptualise a simple and engaging consumer articulation that could live across owned, earned and paid media, whilst successfully capturing the brand's elevated style alongside an irreverent tone.

Consisting of video spots and photo stills showcasing how Margaritas should be enjoyed all summer long, the campaign launched on June 14th and will run across connected TV, digital, and social platforms.