Cointreau airs first video by Laetitia Casta

Rémy Cointreau has released its first webisode under the guidance of new creative director Laetitia Casta.

Cointreau’s new marketing campaign, puts women at the forefront of the orange liqueur brand’s message

The first in a series of digital videos to be spread across social media depicts the heritage passed down through Louisa Cointreau, the wife of the French liqueur’s founder, Edouard Cointreau.

The series will develop over the coming months with a number of creative collaborations, under Casta’s guidance, with inspiring women from various backgrounds and fields.

Laure Flammarion, a writer, director and gallery owner, was chosen to direct the first episode.

“This was a delicious challenge to sink my teeth into: unveiling Cointreau’s rich heritage, celebrating Louisa Cointreau and passing the baton to Laetitia Casta as she takes on the mantle of creative director and announces the mission she is continuing – or maybe we should say restarting?” said Flammarion.

Former Victoria’s Secrets model, Casta, was announced as Cointreau’s new creative director in January, in an effort by the French drinks group to reinvigorate interest around Cointreau, particularly among women.

Casta added: “It was important for me to showcase the Cointreau archives, which are an exceptional treasure trove. Rare and precious nuggets abound, such as the world’s first motion-picture advert, devised by the Lumière brothers.

“Above all the archives feature one unique woman: Louisa Cointreau. As the Maison’s first lady, Cointreau would not be what it is today without her influence. In partnership with Cointreau I want to encourage women to explore their own creativity. To dream, dare and create – these are the key elements of an adventure that we are setting in motion around the world.”