- Aubrey Plaza brings her irreverent persona back to the Cointreau brand to suggest that the key ingredient in a margarita isn’t the tequila, it’s the Cointreau.
- The campaign, a continuing evolution of the brand’s “MargaRight” campaign, depicts Plaza introducing her own line of tequila (a playful dig at the increasing number of celebrity-owned tequila brands) called “Any Tequila.”
- The suggestion is that it doesn’t matter which tequila one might use in a margarita as long as the drink includes Cointreau.
Though the campaign is timed to launch for the traditional margarita summer season, the brand noted that the drink has become a year-round enjoyment for many consumers. With the explosion in popularity, there are more choices for which spirits to put in the drink; there are 30% more tequilas on the shelf than three years ago, according to the country.
The campaign shows that those choices are not the ones that matter, as Cointreau is the key ingredient to make a margarita “MargaRight.”
“At Cointreau, we do believe that making the perfect Margarita should be simple,” said Nicolas Beckers, President and CEO at Rémy Cointreau Americas, in a statement. “With Aubrey Plaza and Any Tequila, we’re bringing that message to life in a way that’s both memorable and unmistakably MargaRight—reminding everyone that Cointreau is, and always has been, the essential ingredient in the Margarita.”
Plaza has appeared in Cointreau’s advertisements for several years, including in 2023, when she appeared in a campaign with Toby Ceccini, inventor of the Cosmopolitan drink, to highlight Cointreau as an ingredient.
