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Cointreau: Changes Everything
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Cointreau is back in the news with its new agency TBWAParis and a game changer campaign. A new slogan that changes everything. Bartenders and mixology enthusiasts know the Cointreau secret well: thanks to its aromatic intensity, a single note of Cointreau liqueur enhances the other ingredients to create a perfectly balanced cocktail. It is this ability to balance, transform and elevate that Cointreau has decided to translate into its new international slogan: "Cointreau Changes Everything". A brand-new campaign to reveal the slogan internationally. To mark the rejuvenation and upgrade of its iconic bottle, the most important in 140 years, and to support this new slogan, Cointreau has released a new brand film directed by Brian Beletic. The scenario develops around a mysterious Cointreau man, as he is all dressed in orange, who suspends time at a party. This main character is played by French dancer and choreographer Kevin Bago. Slipping gracefully between the magically frozen guests, he makes his way to the host just in time to replace a recently emptied bottle of Cointreau! Thanks to his intervention - and a few other small and mischievous changes he makes- the evening can resume its course and be even better than when it started. The film is accompanied by a printed campaign that plays with the idea of anamorphosis: the elements of the set are painted to form a square from a single point of view. This Cointreau orange square, which will gradually be used in the brand's communications, highlights how the drink transforms not only cocktails, but also moments and moods.
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