Mobile Marketing Magazine sits down with Craig Sherman, vice president of marketing for Crafted Spirits at Rémy Cointreau Americas, to discuss the latest Cinco de Mayo campaign leveraging new technology and sustainable and ethical sourcing.
The company recently launched a Lime of Credit campaign for Cinco de Mayo, could you elaborate on this?
“This year, we wanted to revamp our Cinco de Mayo program by introducing the ‘Lime of Credit’ campaign, giving consumers the opportunity to enjoy the best made in Cointreau. It's a fresh twist on credit that gives you the chance to earn real money to invest in delicious margaritas.''
“Across our social, we are already seeing great engagement with the Lime of Credit campaign from consumers and strong interest in the sweepstakes, with unique entries up 127% in the first 24 hours of launch compared to last year. did.
In the campaign, the company uses CGI technology, but how muchAI, AR, VR, etc.Does the company incorporate this into its operations and marketing?
“Like many organizations in the spirits industry, we are beginning to understand the power and responsibility inherent in new technologies such as AR and VR.
“Using new and trending ‘CGI’ graphics in your current ‘Rime of Credit’ campaign is a great way to create something engaging to attract more people to your campaign, and is a great way to improve your marketing. It was an example of how storytelling happens continuously. Evolve in the face of new features. ”
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What are the major marketing strategies employed to promote Cointreau to consumers and businesses?
“For Cointreau, our comprehensive brand platform, “Cointreau Changes Everything,'' means that delicious cocktails made with Cointreau are the perfect choice for any gathering at home, at a party, or at your favorite bar. It's based on the idea that you can lift your mood at any time, even when going out to a restaurant. . Since the margarita is the number one cocktail consumed across the United States, and Cointreau is specified as an ingredient in the original recipe, we continue to explore novel ways to encourage consumers to make truly innovative margaritas. I am.
“This year, on Cinco de Mayo, we launched the Cointreau Lime of Credit campaign. With more margaritas consumed during Cinco de Mayo than any other time of year, it's the perfect opportunity to get better margaritas into consumers' hands and make the Cinco de Mayo festivities even more memorable. It will be. ”
Can you tell us about a successful marketing campaign or initiative that had a significant impact on your brand’s presence in the spirits market?
“Cointreau can be used in literally hundreds of drink recipes, but our communication efforts are focused on cocktails that are a natural fit for the spirits' peak season, and this Cinco de Mayo is all about margaritas.” is.
“As the essential name ingredient of the original margarita, Cointreau continues Celebrate Margarita by creatively evolving your dedicated marketing campaign every year.
“Last year, Cointreau partnered with Aubrey Plaza to launch the 'Margarite' campaign, claiming that the only way to enjoy a margarita is the Margarite way, and that's with Cointreau, tequila, and fresh lime juice. did. The campaign delivered record results and is considered a huge success.
How does Cointreau leverage digital marketing channels to engage with consumers and increase brand awareness?
“As consumers' spending habits evolve, we continually evaluate the landscape to understand how best to reach them. It is an important means of communication.
“As the viewership of connected TV and streaming platforms continues to grow, Cointreau integrates these media into high-impact video buys to drive quality reach and brand awareness. Leverage digital platforms to drive conversions, including accelerating your efforts.
How does the brand incorporate storytelling into its Cointreau marketing efforts?
“Cointreau has a long history of cinematic storytelling. As we develop our communications around Margarita, we continue to look for new ways to express its origin story.
“Cointreau has been an essential ingredient in the Original Margarita, and has been for 75 years, ever since Dallas socialite Margarita Sames created the recipe in 1948 and said, “A margarita without Cointreau is not worth its salt.'' It continues to be used for many years.
“Telling this story in a fresh and relevant way has been key to our marketing efforts.”
What role do sustainability and ethical sourcing play in Cointreau's marketing strategy?
“As Cointreau’s rich history continues to evolve, so too has the brand’s commitment to environmental and social responsibility. This can be seen in the key actions already in place at the Distillery, such as local initiatives at the French Distillery, such as powering its production site with 100% renewable energy and 100% recycling since 2017. Reduces the amount of waste produced annually in , ensuring that 100% of the peels used during distillation are composted.
“Finally, the iconic Cointreau bottle has an environmentally friendly design and is made from up to two-thirds recycled glass without secondary packaging.”
