Blue-Chip launch campaign to support Cointreau’s devilish new look

Maxxium UK generated support for its Cointreau brand sponsorship of the 20th Century Fox movie, ‘The Devil Wears Prada’ with a campaign through Blue-Chip Marketing.

The campaign, which was launched in September ahead of the film launch in October, included an in-bar promotion for mainstream outlets nationwide, tailored activity for upscale accounts, and a press advertising campaign.

The in-bar activity took the form of a text and win promotion to win an exclusive trip to New York, plus 1000 pairs of tickets to the movie. It was supported by a range of premium POS designed to raise awareness of the brand as well as drive trial through the creation of a number of new Cointreau cocktails.

Senior Marketing Manager at Maxxium, Jane Wilson commented:

“Cointreau’s sponsorship of ‘The Devil Wears Prada’ has enabled us to re-engage with our core target of style-conscious, sophisticated young women. The creative approach reflects the daring, stylish and vibrant side to the brand.

“Blue-Chip has extensive experience in the drinks sector and this has shone through in their approach to the Cointreau campaign.”

Blue-Chip’s Managing Director, Fiona Moore added:

“Cointreau is such an iconic brand and the campaign we have developed will exploit this to deliver trial and awareness amongst a highly influential consumer group. The brand’s links with ‘The Devil Wears Prada’ have also given us the opportunity to develop a visually distinctive and impactful campaign.”