We developed 12 two-hour programmes, which acted as the platform for a multi-media campaign. Each programme was based on one of the Cointreau core brand values. For instance, we created a concert called ‘Elegance’, featuringBrahms. The aim was to encourage our audience to relax with their favorite music and be informed of Cointreau’s brand values at the same time.

From an investment of £400,000, sales increased by +9% year-on-year. This was worth an incremental £1,012,000 to Cointreau. Awareness and understanding of Cointreau also increased by a massive 21%. The sampling exercise reached 69,000 music lovers across the country.