Cointreau: Make Your Margarita MargaRight
Re-associating a classic liqueur with a classic cocktail.
When you think of a margarita, what comes to mind?
Perhaps it’s images of summer, beaches, and sunny days. Maybe it's the refreshing taste, the tang of lime, or the signature salt-rimmed glass.
But what about Cointreau? Does the iconic orange liqueur created in 1875 pop into your head as an essential ingredient in a classic margarita? Perhaps it does if you are a margarita fanatic or a bartender. But many may not even know that this 149 year old liqueur is an essential ingredient in a classic margarita recipe.
This is precisely the challenge that The Rémy Cointreau Group’s "MargaRight" campaign tackles—reassociating a timeless product with an equally timeless cocktail.
The Art of Reassociation
The "MargaRight" campaign aims to reconnect Cointreau, a complementary good, with the popular margarita cocktail. While margaritas are universally loved, the specific ingredients that elevate them to perfection often go unnoticed by the general public. Tequila and lime are given their due, but Cointreau, a premium triple sec, often gets overshadowed despite its crucial role in a classic margarita recipe.
The "MargaRight" campaign positions Cointreau back into the spotlight, reminding B2C consumers that no margarita is complete without its distinctive orange essence. This is not just about achieving a short-term boost in the number of bottles of Cointreau sold during the ad campaign; it's about reclaiming and reinforcing the idea of Cointreau as a mandatory, essential product in consumers' minds whenever they purchase margarita ingredients.
After stopping by the tequila section, a detour to the liqueur aisle is a must. Cointreau regains its rightful place in the cocktail lexicon.
Educating Consumers Through Sardonic Wit
Consumer education is the cornerstone of the "MargaRight" campaign. Many consumers may be unaware that Cointreau is a key ingredient in a classic margarita.
White Lotus star Aubrey Plaza delivers the campaign message in her trademark sardonic humor: that if you want a truly authentic margarita, you need Cointreau.
In two slick ad spots, Plaza instructs consumers how to enjoy margaritas “the marga-right way“.
“I love margaritas - and the only way to make them marga-right starts with three ingredients: Cointreau, tequila, and fresh lime juice”. "Otherwise, it’s just marga-wrong. This summer, you’ll only catch me ordering margaritas marga-right, and Cointreau will always be at any party of mine.”
The actor asserts that a margarita without liqueur is a 'marga-wrong,'’ chastising a nearby patron to discard their subpar drink before insisting the bartender make her a new one. In terms of tone, the ad rides a delicate balance between sarcastic humor and making Plaza seem like a major jerk, but it successfully lands on the right side owing to Plaza’s well-known cache as a master of acerbic humor.
The use of dry humor and slick, snappy visuals not only captures the audience's attention, but the ad copy, which lists out a classic margarita recipe (which includes Cointreau), also educates the broader audience about the essential importance of Cointreau in crafting the perfect drink.
Giving Complementary Goods a Wider Audience
Cointreau’s "MargaRight" campaign is a great example of marketing a complementary good to a wider audience than what it would otherwise be exposed to. The product is reassociated with the classic margarita in consumers' minds, consumers are educated on the product’s importance in the margarita recipe, and its role as an essential complementary good is emphasized.
This campaign strengthens Cointreau’s brand equity, ensuring that it remains a beloved and essential ingredient in the minds of alcohol consumers.