Media Edge: Cointreau launches campaign with Aubrey Plaza
Media Sales Lead: Cointreau recently launched its largest US advertising campaign to date, in which it teamed up with a new influencer partner, Aubrey Plaza. Made by agency Edisen - U.S., "Make Your Margarita, MargaRight" shows how key the iconic orange liqueur is to a fun summer. Edisen handled strategy, consumer insights, conceptualizing, scripting, production, and print. This is the first time the agency has worked with Cointreau on a creative campaign project. The campaign rolled out across connected TV (CTV), digital, and social channels.
Key Lead Takeaways: Cointreau will likely pursue additional influencer partnerships and, considering this is its largest campaign so far, will likely continue increasing spend.
Target Demographics: Gen-Z and millennials with a strong female skew
Key Spend Notes:
- Spend shift summary: Spend has been on the rise over the past several months and will likely continue to increase.
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Cointreau under Liqueurs & Cordials*
- 2023 YTD Spend: $1.9m
- STP 2022 Spend: $1.1m
- 2022 FY Spend: $3.2m
- 2021 FY Spend: $3.4m
- 2020 FY Spend: $2.1m
YTD YOY Spend Increase: 73%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $810.7k
- Q1 2023 Spend: $1.1m
- Q1 2022 Spend: $484.6k
- Q2 2022 Spend: $4.2k
- Q3 2022 Spend: $956.1k
- Q4 2022 Spend: $1.1m
YTD Impressions: 218,563,400
Top Ad Types: Facebook (44%) and YouTube (36%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (44%) and YouTube (36%)
Top Industry/Vertical Spenders (YTD, by spend): Diageo, Remy Cointreau, Campari, Bacardi, Mast-Gagermeister, Pernod Ricard, and ILLVA SARONNO
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with Facebook, Instagram, and online video (via Youtube.com) ads
Social Demographics: Women, especially those aged 35-54
Influencers & Brand Ambassadors: Aubrey Plaza
Current Agency Roster:
- Edisen: Creative agency partner (at least for this campaign project)
- View parent company Remy Cointreau's full roster here.
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; audience insights by StatSocial.
