Brand repositioning campaign

Be Cointreauversial

Client: Cointreau

Media
Outdoor
Press
POS
Event Branding
Task

Cointreau is one of the worlds renowned brands, established for over 150 years. However, the brand was in decline, both in terms of sales and credibility. Cointreau needed to reposition itself with a younger audience without alienating its older loyal customers.

Strategy

We developed the ‘Be Cointreauversial’ UK campaign. We created and implemented a brand campaign in key cities using outdoor media and glossy press. We also took Cointreau to over 20 different outdoor summer events where we sampled a range of cocktails. In conjunction with Getty we ran an exhibition called ’Be Cointreauversial’ which celebrated the spirit and individuality of women around the world from the suffragettes’ fight, Marilyn Monroe’s glamour to Ava Gardener’s humour.

Cointreau Master campaign elements
Cointreau campaign creative
Cointreau campaign master ads
Cointreau campaign visual
Cointreau underground tube advert
Cointreau advertising on tube
Cointreau advertising point of sale
Cointreau advertising window vinyl design
Cointreau retail point of sale
Cointreau point of sale creative
Cointreau retail point of sale
Cointreau tasting event
  • Cointreau hot chocolate glass
  • Cointreau tumbler glass
  • Cointreau martini glass
  • Cointreau low ball
  • Cointreau tall glass

Results

Cointreau’s sales increased for the year, which meant they achieved their UK target, this looked unlikely prior to the campaign. Brand studies showed that perception had started to shift in the minds of the younger audience. The campaign strapline is still being used today, and Dita Von Tease is the main face of Cointreau.

  • "Original and inspired ideas that always hit the nail on the head. Mickie and his team have provided me with resilient pieces of work that I can use time and time again. I wouldn’t hesitate to recommend Katswhiskers! "

    Lucy, Marketing Manager, Ealing Broadway Shopping Centre

  • "I’ve worked with Mickie for over 11 years. Katswhiskers have done an excellent job but in particular their creativity has stretched our thinking. "

    Raj, Senior Marketing Manager, Epson

  • "Unfailingly creative and energetic but also commercially realistic, they have delivered stunningly original and effective designs. We are very exacting client and Katswhiskers has risen to our demands and exceeded our expectations in every case. "

    Jonathan, Group Managing Director, Cadogan Tate Group

  • "Katswhiskers redesigned our brand identity and website. Apart from excellent design, they delivered what they promised on time and on budget, maintaining good humour and professionalism throughout."

    Anthony, Chairman, Reputability LLP

  • "Katswhiskers have developed exceptionally creative campaigns which exactly meet our strategic objectives, they consistently get it right. "

    Graham, Marketing Director, Mill Group

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