Cointreau names French model as creative director

30 January, 2015

French liqueur brand Cointreau has announced a creative partnership with French model and actress, Laetitia Casta.

The famous triple sec orange liqueur which has a history of creative advertising, describes Casta as “emblematic of Parisian style”.

The Rémy Cointreau owned brand says: “Cointreau and Laetitia Casta are crafting a unique creative program that will spawn a wealth of projects, each conveying the essence of the partnership in a way that is both avant-garde and inspiring.”

By way of explanation, Cointreau continues: “Consistently over time, Cointreau has been close to women as they explore their creativity, break free from convention and make their own way in the world. In many ways, Cointreau embodies the free spirit of la Parisienne, the Parisian woman.”

Cointreau’s CEO, Panos Sarantopoulos said: “Throughout her life, Laetitia Casta has blazed her own trail as a truly free-spirited artist. Her talent shines through creative projects she chooses instinctively and she brings to life with passion. She is ever evolving, ever surprising. She is la Parisienne, par excellence. This has all made Laetitia the natural choice of Cointreau for this major creative partnership.”

Casta is said to draw on the maison’s core values of “authentic, elegant and avant-garde creation”. Apparently, Louisa Cointreau, Maison Cointreau’s ‘first lady’, was a Parisienne. Casta has chosen to pay tribute to Louisa Cointreau and her role in Cointreau’s history in encouraging women to explore their creative side. Casta is to invite selected women from the four corners of the globe to share their own twist on life.

The company says the project will evolve organically through a series of “webisodes,” each an opportunity to exchange ideas. Creativity evenings inspired by the ‘Cointreau Café Society’ will take place around the world. The events will “inspire participants to express and share their emotions and will shine a light upon Cointreau’s signature art de vivre”.

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