Magazine article ADWEEK

Cointreau Revamps Ads to Be Sexy but Accessible: KraftWorks Debut Aimed at 'Sex and the City' Set. (Regional News)

Magazine article ADWEEK

Cointreau Revamps Ads to Be Sexy but Accessible: KraftWorks Debut Aimed at 'Sex and the City' Set. (Regional News)

Article excerpt

NEW YORK In a $10 million campaign for the orange-flavored liqueur Cointreau, KraftWorks wants to make young, urban, working women eager to be the first at the bar with a Cointreau cosmopolitan.

Three print ads from the New York shop that break in April magazines feature lithe, naked women wrapped strategically in orange peels and holding Cointreau bottles. The tagline, "Be Cointreauversial," hatched by previous agency Adair Green in Atlanta, continues to urge consumers to drink cutting-edge cocktails, but the campaign s new look aims to put the top-shelf liqueur within the average working girl's grasp.

Previous campaigns featured a coolly sophisticated model draped in a haute-couture bulbous orange dress with tulle ruffles. The new approach offers a simpler look and features models meant to be more accessible, said account supervisor Janice Turecki.

"They wanted the girls to be approachable," she said. "They're cute. One may be sexy, and the other is more like the girl next door, hut they're not intimidating."

This is the agency's first work for Cointreau, which chose KraftWorks last September in part because of the shop's experience with fashion and beauty ads, said Jane Scott, client brand manager.

An agency representative said the strategy stemmed to some extent from confusion among consumers about how to drink Cointreau, which is distributed in the United States by Remy Amerique. The ads seek to make it clear that the liqueur can be ordered as part of a mixed drink and tell consumers to be "Cointreauversial" by being the first in their crowd to order a Cointreau martini or cosmopolitan. …

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