Client
Launched on
Overview
How do we ensure the most popular cocktail in the USA is made in the right way? By getting Aubrey Plaza to tell us when it's wrong!
When Cointreau came to us in early 2023, the challenge was simple: Nobody knows what to do with Cointreau, so people don’t buy it for home.
We built a campaign that explained the importance of making your Margarita “Margaright,” with the most important ingredient from the original recipe, Cointreau. Aubrey Plaza was hired as our brand ambassador, and a creative platform that involved collaborating closely with her to set the stage for her improvisation on set, which gave us an authentic, madcap performance, brought to life through a series of films.
Make Your Margarita Margaright became the most successful campaign in Cointreau’s history.
Making 2023 a record sales year, garnering 15 million organic views on Instagram alone, spawning GIFs and memes, and a follow up campaign to relaunch the Cosmopolitan as the go-to holiday season cocktail. Aubrey Plaza is never short of attention on social. The most popular organic video on her Insta is a hilarious duet with Joe Biden from the beginning of 2023 with 11.8m views.
While we didn’t quite beat Joe for attention, we did manage 11.4m views for our second campaign with her, bringing the total on 2023’s two Cointreau campaigns to 26.2m views across three videos.
The fact that this was a shamelessly promotional video and clearly advertising only makes that success sweeter in our eyes.