Cointreau reprises MargaRight campaign with Aubrey Plaza
Orange liqueur brand Cointreau has teamed up with Parks and Recreation actor Aubrey Plaza once again for the latest evolution of its MargaRight campaign.
Building on the success of the original Make Your Margarita MargaRight campaign, which debuted in 2023, Plaza returns with her signature comedic edge to help Cointreau ‘playfully enter the ever-growing Tequila chat’.
In the 30-second spot that launched across the US yesterday (12 June), Plaza is seen walking through an agave field – which she comedically mistakes to be aloe. She plucks a bottle of ‘any Tequila’ – a ‘100% celebrity-endorsed, 0% real brand’ – from the leaves, which playfully highlights that that when making a Margarita, the Tequila used can be interchangeable, but it is the Cointreau that must remain a constant if it is to make a ‘MargaRight’ Margarita.
“At Cointreau, we do believe that making the perfect Margarita should be simple,” explained Nicolas Beckers, president and CEO at Rémy Cointreau Americas. “With Aubrey Plaza and Any Tequila, we’re bringing that message to life in a way that’s both memorable and unmistakably MargaRight – reminding everyone that Cointreau is, and always has been, the essential ingredient in the Margarita.”
The Margarita is the number one cocktail in the US, and is said to have cemented its place as the year-round favourite for consumers, with consumption peaking during summer.
Cointreau notes that now more than ever, Margarita drinkers have so many options when it comes to the Tequila they choose for the serve – with approximately 30% more options on the shelf now than just three years ago.
However, as the only named brand in the original Margarita recipe, Cointreau says it is ’embracing its main character energy’ with the satirical campaign’s call to action: ‘Any Tequila’ can be any Tequila you like, but you need Cointreau to make your Margarita ‘MargaRight’.
The campaign will appear across Cointreau’s digital and social channels as well as through paid media including Connected TV, top streaming platforms, YouTube, social media, and more.
To watch the 20-second spot, click below.
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