Package Design | packagedesignmag.com

(September 2007) posted on Sat Sep 19, 2009

By Ron Romanik

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For around the past five years, the famed Cointreau orange liqueur has had a new target—women. To seduce their female consumers, Cointreau dreamed up Cointreaupolitan, a cocktail based on Cointreau, cranberry, and lemon juice.

To support this new product, the brand has created a marketing campaign and new consumption patterns. Cointreau is changing its image and is swapping fuchsia for the traditional orange to appeal to a younger, more feminine, and more fashionable audience. With soirees in trendy Paris nightspots, limited-edition designer glass jewellery, various goodies, and a newsletter, the brand is bringing the consumer into an exclusive and trendy universe.

The brand asked Cosfibel Creative Packaging in France to update the packaging to expand on the younger and more feminine look for the brand. Inspired by the codes and colors of the Cointreaupolitan universe, the fashionable package has splashes of pink, arabesque motifs, and a playful boudoir feeling. The transparent sleeve houses a little 350-ml bottle along with a flashy pink shaker. The handle brings an original touch with a pink satin ribbon sporting the Cointreaupolitan logo and decorated with two beads that keep it in the sleeve. Apart from the case, the ribbon becomes a lovely little bracelet.