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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.
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