R?my Cointreau has announced a new limited-edition, travel retail exclusive Cointreau bottle designed to celebrate cocktail culture.
Cointreau ?Une Soir?e ? Paris?, which was unveiled at the TFWA Asia Pacific show this month, is a one-litre bottle of Cointreau which has been transformed into a scene from a Parisian soir?e, evoking the rooftops of Paris, romantic balconies and stylish bars. Helios Media Design Pte Ltd, a Singapore-based creative design agency is the creator of this first-of-its-kind augmented reality application for a liqueur brand.
The Parisian theme was chosen because Cointreau has always been associated with glamorous nightlife, thanks to its suitability as the base for classic cocktails including the Sidecar, the White Lady, the Margarita and the Singapore Sling, the company said. More recently it has created its own contemporary cocktails such as the Cointreaupolitain and the Cointreau Fizz.
The Une Soir?e ? Paris bottle is adorned with images of glamorous Parisians wearing cocktail dresses, posing against the Parisian skyline, with the Eiffel Tower in the distance.
The characters of this sleeve will come to life in an augmented reality animation. Using the front of the ?Une Soir?e ? Paris? wrap as an augmented reality marker and an iPhone/iPad as a viewing device, a consumer can pick up a bottle, point his smartphone at it and the images will come to life. In order to download the necessary iTune app, the consumer simply scans a QR code on display in the store.
The characters from the bottle sleeve, who are designed to represent the Cointreau customer demographic, will star in 14 webisodes that will be posted regularly on the app. The app will also offer Cointreau cocktail recipes and videos of cocktail mixing as well as a selection of short features drawn from Cointreau?s heritage.
The limited-edition bottle will be distributed widely in global travel retail with Cointreau activations in its key markets in EMEA including Germany, the Nordics, the Netherlands, Belgium, Turkey, Greece, Italy, Spain, Russia, India and the Middle East.
Impactful merchandising will aim to recreate a Parisian life-scene and Cointreau Fizz cocktail sampling will be staged in selected airports. The first activation will be a Cointreau Fizz bar at Frankfurt Airport organised with Gebr Heinemann for the months of May and June.
During the same period there will be strong visibility of this limited edition in ten countries as part of the travel retailer’s Heinemannschaft competition, an incentive staff programme based on the sales results for a small selection of best-selling brands in airports.
Activations are also planned for the Asia Pacific region including Australia, Hong Kong, Malaysia, New Zealand, Philippines, Singapore, Thailand and Vietnam.