Case Study 3

Cointreau on Ice

The Brief
Prior to this concept, Cointreau had been marketed all over the world as a licquer drunk at room temperature in small glasses, similar to Drambuie.

The brief to Promoshop® was: ‘Extend the usage of Cointreau on premise as a mixer drink’.

The Execution
Nobody at Promoshop® was any sort of expert in mixer drinks, so we hired the head drink waiter from leading Melbourne restaurant Maxims to come up with some mixed drink variations using Cointreau as the base ingredient.

One afternoon, we all lined up in the Maxims kitchen with a few bottles of Cointreau and started mixing away.  Like many great moments in history, Cointreau On Ice emerged completely by accident!

In pouring the clear Cointreau from the bottle over ice blocks it was noticed that it mysteriously turned cloudy.  Luckily someone decided to taste the straight Cointreau before any mixer was added and with a happy smile announced ‘Hey, I don’t think we need to go any further’.

We all tried it, then tried it again and completely agreed

The client tried it, then tried it again and completely agreed

A Remy taste panel tried it and completely agreed.  They were not allowed to try it again.

Cointreau On Ice was born.

The concept was launched in 1989 both on premise and in bottle shops via taste testing, utilizing a unique square glass with etched Cointreau logo as a free giveaway with purchase of 2 bottles.

The Result
The biggest single year sales volume increase for Cointreau anywhere in the world (figure withheld upon client request).  Take our word for it, it rewrote the promotional record book!

Worldwide, Cointreau On Ice generates easily the largest usage for the product in terms of both volume and value.

As a side benefit, Remy did get the mixer recipe they had asked for in the first place.  The Cointreau-based Orgasm now appears on club and restaurant drinks menus worldwide.  For the lucky few, the Double Orgasm followed shortly afterwards.