Aubrey Plaza Wants Her Margarita Made 'MargaRight' in Summer Campaign for Cointreau

Creative content company, Edisen today unveils the largest campaign to-date for cocktail pioneer Cointreau, ‘Make Your Margarita, MargaRight’. Starring Aubrey Plaza, who is known for her palpable charisma and unparalleled wit, the summer campaign positions the iconic orange liqueur as the necessary ingredient to make a Margarita the ‘MargaRight’ way. 

Edisen was delighted to partner with Talent Republic to cast and secure Aubrey.  They were instrumental in presenting a hero that matched all the elements sought after by Cointreau that aligned with the brand personality of being playful, sophisticated and of the moment.

As the largest advertising campaign for the iconic brand to date in the U.S., Cointreau enlisted the services of Edisen directly, tasking the creative studio with developing a concept that brought to life the 75th Anniversary of The Original Margarita. Edisen fulfilled the brief from start to finish, overseeing strategy and consumer insights to conceptualising, scripting, production, and post. 

Shot in Atlanta, the tongue-in-cheek campaign consists of two unique spots for different audiences - one for on-premise (establishments that serve alcohol), and one for off-premise (entertaining at home / with friends / in private). Captured in both home entertaining, bar and restaurant settings, the glamorous Audrey Plaza insists her Margarita be made the ‘MargaRight’ way with Cointreau, tequila and fresh lime juice - anything else is simply ‘MargaWrong’. 

Created in 1948 by Margaret Sames, whose original recipe combine three simple ingredients Cointreau, tequila and fresh lime juice, Margaritas are the #1 cocktail consumed in the U.S year-round, with peak consumption over the summer. Edisen collaborated with the Cointreau team to conceptualise a simple and engaging consumer articulation that could live across owned, earned and paid media, whilst successfully capturing the brand's elevated style alongside an irreverent tone.

Consisting of video spots and photo stills showcasing how Margaritas should be enjoyed all summer long, the campaign launched on June 14th and will run across connected TV, digital, and social platforms.

Will Rust, executive director, creative and strategy at Edisen comments: “Working with Aubrey was so much fun. We set out to build the scripts for this in a way that would give her the maximum opportunity to play and adlib, and she didn’t disappoint. It’s so important when you work with people as talented as her not to force feed them lines. Jake Szymanski, our director, had worked with her before which really helped to create the right environment for improvised comedy to happen. Some of the funniest moments in the spots came as a result of this setup. It was great that our client was ok with this too. Often the idea of improv on set fills marketing folk with dread, but I think their trust was rewarded and I’m delighted with the outcome.”

Selene Ng, head of growth – Americas at Edisen, adds: “We are thrilled to unveil our first collaboration with Cointreau, starring the brilliant Aubrey Plaza. The exciting brief called for an agency that could not only take consumer insights and brand goals and weave into our creative concepting, but that could also produce, shoot, edit and deliver the content across multiple platforms. We are proud to partner with Cointreau on this journey in celebrating the liqueur’s enduring legacy and increasing popularity as the premium ingredient in iconic cocktails.”

Craig Sherman, vice president, marketing Remy Cointreau Americas, adds: “Being the 75th anniversary of The Original Margarita, this is a huge moment for us as a brand and onboarding a new creative agency to take an idea further was a key action step. We were inspired by Edisen’s breakthrough creative thinking, from the impactful and endless creative ideas put forward down to the type of assets that we needed. On top of the work itself, it was a pleasure to work through a process that was open, transparent, and honest, which helped push us into very rich territory. MargaRight is more than a campaign, it’s a movement!”