Cointreau-versial campaign targets women

Cointreau is aiming to dispel the staid, after-dinner image often associated with the high-strength liqueurs category with a new travel-retail take on its Be Cointreauversial marketing campaign.

The Be Cointreauversial - Lips promotion involved in-store tastings of the Cointreaupolitan (Cointreau, cranberry juice and lemon juice). Rolled out across stores at Frankfurt, Paris Charles de Gaulle, Amsterdam Schiphol airports and onboard Stena Line over the summer, the promotion also incorporated high visibility display units and selective promotional offers, which together often resulted in sales tripling.

Rémy Cointreau trade category manager Pascale Dubos said the target consumer for the brand was a "charismatic professional woman" in the 25-35 age group. "They are well established, know what they like, and are not afraid to go out and get it. These women are independent; they like to socialise and look for stylish drinks such as trendy cocktails, which demonstrate who they are," she added.

Dubos believes the cocktail boom in the US, UK and other mature spirits markets is transforming the fortunes of the liqueur category.

"Consumers are ready to be educated about the versatility of hard liquor as a base for mixed drinks," she said. "Travel-retail offers a stage through which we can serve this market, but we need space to demonstrate cocktails to the browsing consumer."