Cointreau // The Botanist // Mount Gay Rum // Experiential // 2018 // +Bumble 2019

Strategy // Creative Direction // Art Direction

Beyond the kitschy orange liqueur, Remy Cointreau’s portfolio of spirits moves largely under the radar, save for a fiercely loyal trade following. How could the brand translate the value of ‘craft’ to gain awareness in a category drowning in options? Tapping into Millennials’ obsession with DIY everything and knowledge as social currency, we developed The Art of The Mix Cocktail Studio featuring Cointreau, The Botanist Islay Dry Gin, and Mount Gay Barbados Rum. The campaign launched prior to the holiday season with a national tour to educate consumers on elevating the cocktail experience for any occasion with just a few at-home bar essentials.

Immersive events popped up in four home-entertaining hot spots: NYC, Miami, LA, and Dallas. Aspiring hosts, influencers and media explored immersive brand vignettes, then embarked on a guided mixology session to learn to craft both classic and contemporary drinks. Post event comms included purchase incentive and an AR plug-in to recreate the experience at home. Extension to Margarita Mondays via partnership with Bumble.