Kicking off its worldwide launch with a wave of orange, Cointreau debuts a stylish global campaign inspired by the subtly transformative power of its orange liqueur.
Cointreau Changes Everything
Inside the new campaign
Inside the new campaign
With its unique aromatic intensity, Cointreau is the ingredient that radically transforms drinks and moments into something truly memorable. A singular taste that takes any home bar, cocktail, or social occasion from good to better. And living proof that the smallest changes can make an extraordinary difference. In other words: Cointreau Changes Everything. And who better to bring this new campaign insight to life than American director Brian Beletic, visionary storyteller with many international achievements in advertising and music videos (Samsung’s Pass It On, Nike’s Say Boom, Run the Jewels and Cee Lo Green, and more)? A man who never travels without his own cocktail kit—and whose signature drink is none other than the original Margarita, a Cointreau classic.
In the new film, shot in Paris
Cointreau’s transformative power is personified by a dapper, mysterious dandy, dressed in orange and who appears at the golden hour—that fleeting moment just before sunset when the light is at its most magical. With the press of his watch, time stands still as he darts and dips through a crowd of partygoers, making minute but masterful adjustments. In doing so, he transforms the evening into an extraordinary moment, just as Cointreau transforms, elevates, and enhances every cocktail, occasion, and experience.
The Cointreau Changes Everything campaign
The Cointreau Changes Everything campaign
is a celebration of the French liqueur’s transformative power. In addition to the brand film, the global campaign will also include print, merchandise, PR, and digital assets. The communication material features the Cointreau Square, a space where good becomes exceptional. A highly visual representation of the versatility and balance of the Cointreau liqueur, that doubles as a symbolic common thread across all assets. Consumers are also invited in the kitchen of a special host: Alfred Cointreau, spirit aficionado, Heritage Manager, and 6th generation member of the Cointreau family. Both cocktail virtuoso and legacy bearer for the art of mixology, he welcomes cocktail enthusiasts into his kitchen for a Margarita and Cosmopolitan masterclass before inviting them to discover the full versatility of his family’s eponymous liqueur.
"The embodiment of Cointreau needed to be spirited and packed with personality. We wanted to create a character that lives up to those traits and illustrate the transformative power a single detail can have. Whether it’s about breathing life into a party, twisting a cocktail classic, or celebrating age-old savoir-faire, Cointreau works its magic and seems to defy time. A true fan of the dimensionality of time and certified Margarita enthusiast, I was really excited to direct this commercial. Shot as a teaser, this ad has a particularly cinematic touch, blending mystery and the unexpected. What I love the most about it? The “Cointreau man” aura: an irresistible cocktail of serenity, charm, and poise… very Cointreau indeed!" Brian Beletic, Film Director
Cointreau and cocktails are inseparable
Cointreau and cocktails are inseparable
IRREPLACEABLE,
INCOMPARABLE,
INDISPENSABLE.
Making its first formal written appearance in Carl Setter’s 1913 drinks bible Der Mixologist, Cointreau liqueur quickly became a mainstay of the cocktail aficionado’s creative toolkit. Thanks to its unique aromatic intensity, the smallest splash of Cointreau changes so much, elevating every other element and creating a perfectly balanced cocktail. It’s the perfect twist that transforms any drink into something extraordinary and unique.
