Cointreau has dropped a new holiday campaign celebrating Cosmopolitans starring actor Aubrey Plaza.
In the Keep it Cosmo effort, Plaza and Cosmopolitan inventor Toby Cecchini highlight the elements that make the drink “so cosmopolitan.” The campaign is about celebrating the role that Cointreau can play in elevating the recipe for the cocktail.
“As we are entering peak spirits season with holiday gatherings, we are setting out to reinforce our role in this iconic cocktail that is always the life of the party,” said Craig Sherman, Vice President, Crafted Spirits at Rémy Cointreau Americas. “Who better to get this message across than Aubrey Plaza and Toby Cecchini, the man who invented The Cosmopolitan using Cointreau? At Cointreau, we strive to innovate and launch programs that cut through the clutter to drive brand awareness and continue to grow sales.”
The campaign comes after the company’s MargaRight campaign, also starring Plaza, which played up the benefits of adding Cointreau to a margarita.
“We aim to connect with consumers who value premium and authentic cocktail experiences, and the holiday season is the perfect time to engage with those looking to add a touch of style, sophistication, and flair to their seasonal celebrations,” added Sherman. “The Cosmopolitan is timeless and always a staple, but you are seeing it everywhere lately: a continued feature on a ‘certain’ TV show, in the hands of celebrities enjoying them around town, and more. Pink has certainly been the color of the summer, and Cosmos have never been more top-of-mind.”
The campaign is running across a range of platforms including: connected TV, digital and social platforms including Hulu, YouTube and Meta.
The effort supports Cointreau’s overarching platform, “Cointreau Changes Everything,” which is rooted in the idea that a delicious cocktail can elevate any moment. “For consumers to have a Cosmo that is truly transformative, it needs to be made as it was originally intended — and that starts with Cointreau, the essential ingredient that enhances every sip,” said Sherman. “This commitment to quality elevates every experience, instantly taking it up a notch. For those making cocktails at home, The Cosmopolitan is stylish yet easy – a simple mix of four ingredients: Cointreau, vodka, fresh lime juice, and cranberry juice.”
