Rémy Cointreau Global Travel Retail and Heinemann Duty Free teamed to celebrate the summer with a striking, corporately responsible Cointreau activation at Frankfurt Airport for Cointreau Original and Cointreau Blood Orange.
The promotion, in Heinemann’s Terminal 1 Z non-Schengen shop, centered on Cointreau’s signature summer cocktail, Cointreau Fizz. It ran through June, educating customers how to make their own cocktail in three simple steps, and encouraging them to take part in Cointreau’s global #1orange1tree social initiative (see below).
The 11.5sq. m space featured a leafy green foliage wall, grass and orange trees in an eye-catching and vibrant design. The centerpiece was an orange Cointreau cocktail van, featuring a ‘Do It Yourself’ bar where customers could discover variants of Cointreau Fizz cocktails.
Championing #1orange1tree
The promotion was highlighted by the #1orange1tree initiative, a reforestation project in Senegal.
The project, created by Cointreau Artistic Director Laetita Casta and the Belgian Tunisian artist and founder of ‘One Heart One Tree’ Naziha Mestaoui, aims to help restore the local biodiversity and create a social impact in the Senegal community.
#1orange1tree Instaroid
For each photo of a client with an orange posted on Instagram or Twitter using the hashtag #1orange1tree and #frankfurt, Rémy Cointreau committed to planting one orange tree in Senegal. Clients also received an instant polaroid of the photo as a memento.
Rémy Cointreau Global Travel Retail Marketing & Business Development Director Lyndea Dew commented: “Part of Rémy Cointreau’s global strategy is to engage our clients in unique and surprising retail experiences. Shoppers simply don’t expect to see orange trees, green walls or a Cointreau cocktail van in an airport duty free shop.
“The visual disruption behind the Cointreau Summer concept is deliberate,” Dew added. “The impactful ways that the Cointreau brand comes to life, through the Cointreau Fizz lessons and the #1orange1tree campaign, targets millennial travellers with a more meaningful and deeper connection to our brand. I would like to thank Heinemann Duty Free for their continuous support in finding new and unexpected ways to innovate our brands.”
Gebr Heinemann Manager – Activities Frankfurt Airport Stephan Tasch said, “Rémy Cointreau Global Travel Retail’s Cointreau Summer activation serves as a powerful example of how our aligned vision of engaging customers through exceptional experiences can be executed in-store.
“At Frankfurt Airport, the Cointreau Summer promotion welcomed customers to our store with a refreshing start to their summer holidays. It left amazing impressions on our shoppers that will see them shop with us time and time again. This is innovative marketing.”
The Cointreau summer activation ran at Frankfurt Airport throughout June, driving the business +52% over the same period last year, Rémy Cointreau said. The Cointreau Summer campaign is being roll out to Dubai International, London Heathrow and Alicante airport throughout August.
