Re/Max Wants More Personality

In a $10 million campaign for the orange-flavored liqueur Cointreau, KraftWorks wants to make young, urban, working women eager to be the first at the bar with a Cointreau cosmopolitan.

Three print ads from the New York shop that break in April magazines feature lithe, naked women wrapped strategically in orange peels and holding Cointreau bottles. The tagline, “Be Cointreauversial,” hatched by previous agency Adair Green in Atlanta, continues to urge consumers to drink cutting-edge cocktails, but the campaign’s new look aims to put the top-shelf liqueur within the average working girl’s grasp.

Previous campaigns featured a coolly sophisticated model draped in a haute-couture bulbous orange dress with tulle ruffles. The new approach offers a simpler look and features models meant to be more accessible, said account supervisor Janice Turecki.

“They wanted the girls to be approachable,” she said. “They’re cute. One may be sexy, and the other is more like the girl next door, but they’re not intimidating.”

This is the agency’s first work for Cointreau, which chose KraftWorks last September in part because of the shop’s experience with fashion and beauty ads, said Jane Scott, client brand manager.

An agency representative said the strategy stemmed to some extent from confusion among consumers about how to drink Cointreau, which is distributed in the United States by Rémy Amérique. The ads seek to make it clear that the liqueur can be ordered as part of a mixed drink and tell consumers to be “Cointreauversial” by being the first in their crowd to order a Cointreau martini or cosmopolitan.

Though the liqueur distributor figures that the ads will catch the eyes of men, the company’s true target audience remains 25- to 35-year-old women. “They’re hoping it will appeal more to a professional, urban, Sex and the City type person,” Turecki said.

The campaign is one of three KraftWorks pitched. “This is the first time in my life where the campaign is dead-on exactly what we pitched,” president Neil Kraft said. “It’s really close to the swipe art we used, too. I’ve never done that before.”

Fashion photographer Richard Burbridge shot models while they posed naked at a New York studio. The orange peels were added later on a computer screen, said Kraft.

“It was one of the more awkward shoots I’ve been on,” said Kraft. “The girls had to stand there naked between shots.”

The single-page ads broke Saturday in InStyle, Vogue, Entertainment Weekly and Lucky, among other publications. Outdoor will include billboards and bus shelters in Atlanta, Boston, Chicago, Dallas, New York and San Francisco. The work will also appear on Long Island’s Hampton Luxury Liner buses in May, June and July.

Cointreau’s sales, 205,000 cases, were up 11 percent last year from 2001, according to Impact’s 2003 Distilled Spirits Study.