BBH came out on top this week after a pitch in London against Abbott
Mead Vickers BBDO, Howell Henry Chaldecott Lury and two French agencies
DDB Paris and the incumbent, FCB Paris. Media, which is handled by
Optimedia, is not affected by the review.
Cointreau’s Paris-based global marketing director, Olivier Charriaud,
confirmed the appointment.
Cointreau made its advertising name in the 80s with the now famous
spots featuring the lovers, ‘Catherine et Christian’, which were created
by DDB Needham.
Since 1990, when Catherine and Christian were pensioned off, Cointreau’s advertising has been scaled down in favour of promotional activities.
FCB in London last produced a campaign for the brand, which targeted
Cointreau at a younger audience as an ‘anytime’ drink, in 1994.
Remy and Associates, which distributes Cointreau in the UK on behalf of the Paris-based Remy-Cointreau, has supported the brand with promotions in an attempt to encourage people to use it in cocktails.
It is understood that BBH’s task is to encourage people to re-evaluate
Cointreau’s formal after-dinner image and make it appeal to a wider range of consumers.
The UK liqueurs industry has been hit hard in recent years, suffering from own-label competition and the fact that young people have turned
away from brands that they associate with their parents.
Martin Smith, the BBH managing director, commented: "Catherine et
Christian’ was enormously successful in its time. It played on the UK
idea of the French and romance. Now the brand needs something more
radical and international."