• by Danielle Oster , October 5, 2023

Orange liqueur brand Cointreau continues its partnership with actor Aubrey Plaza with a new campaign highlighting a drink in which Cointreau is a central ingredient: the cosmopolitan.

“Keep It Cosmo” makes an argument for the drink as the perfect holiday cocktail, with an added boost from the self-proclaimed creator of the drink himself.

"When I invented the cosmopolitan in the autumn of 1988, I was trying to find a way to make a super fun, grabby drink with fresh juice and top-notch ingredients,” Toby Cecchini said in a statement. “A simple mix of vodka, fresh lime and cranberry all corralled and elevated by the unique orange notes of Cointreau. It was the work of experimenting for 15 minutes and has been going strong now for 35 years and counting.”

Playing on the double meaning of “cosmopolitan” including its definition of cross-cultural sophistication, the campaign is centered around an ad with both Plaza and Cecchini, who suggests, “Maybe it’s the Contreau." The campaign debuted today across digital, connected TV and social.

"The Cosmopolitan is the life of the party— it is classy, sassy, and oh-so-sophisticated,” Plaza said in the announcement (though it may be  a bit difficult to imagine her actually saying so in person).

The early-entrant holiday campaign follows Plaza’s debut for the brand in a series of ads centered around the margarita. The brand’s strategy clearly includes reaching drinkers who are familiar with cocktails in which the orange liqueur plays an important role, whether or not they’re familiar with the brand itself.

In a statement, Rémy Cointreau America President and CEO Nicolas Beckers referenced the drink as one of the most popular cocktails in the U.S.

“While it is a year-round favorite, the cosmopolitan is perfect for the holiday season, adding a touch of flair to celebrations with family and friends,” he added. “Our new campaign with Aubrey Plaza is all about bringing consumers more ways to enjoy Cointreau in their cocktails...this time with the cosmopolitan.”