Cointreau had poor brand recall – it was treated as a cocktail ingredient, interchangeable with any triple sec. It was a supporting act vs. a star. We needed to create a compelling brand positioning and personality to help establish Cointreau as an irreplaceable brand/flavor in itself.

We wanted consumers to identify with the brand and ask for it specifically at the bar or in store.


After the launch of the first global campaign, Cointreau’s sales rose by 15%, with a 19% increase in positive brand perception. The “Lips” campaign drove another increase in both aided and unaided awareness with male and female consumers.