Model Laetitia Casta helps launch Cointreau 'Creative Crew' campaign

By Douglas Blyde

Published: 10 November, 2015

Cointreau launches the 'Creative Crew' philanthropist programme focused on supporting the creativity of women.

The 'Cointreau Creative Crew', billed as 'a worldwide philanthropist programme to boost the creativity of women and make their dreams come true' by Marketing Director for Rémy Cointreau UK, Eleanore Moreau was launched at Hotel Café Royal at the end of October amid the orange-tinged perfume emanating interactive live cocktail making. The gilt-edged venue was chosen on account of a historic connection with the brand - according to the Café Royal cocktail book, it already offered 50 Cointreau-pepped cocktails by 1937.

In attendance, British burlesque dancer, Immodesty Blaize, fashion blogger, Prince Cassius, and entrepreneur, Caprice Bourret joined head of the Creative Crew, Laetitia Casta, French model turned actress. Casta devised the motto, 'Dream, Dare Create' to sum-up the campaign which draws inspiration from the work of Louisa Cointreau - women's rights pioneer and wife of Cointreau founder, Édouard Cointreau, to develop women's freedom and creativity around the world.

Wearing a Cointreau-themed bow tie by Cinabre, sixth-generation family member, Alfred Cointreau explained at a morning breakfast following the launch why it was so important for Cointreau to support women. 'Édouard strived to create Cointreau for women when it was rare for women to have jobs, when they could not vote, and when alcohol was only really drank by men. He wanted to be the first to speak to women through a glass.'

The programme sees one prospective entrepreneur awarded a bursary of £20,000, plus mentorship, in spring, to support a creative project. Although the campaign is foremost for women, the bursary is also open to men, however. Candidates must be both UK-based and of legal drinking age.

Casta has enlisted a network of influential talent, including Guila Clara Kessous, UNESCO's youngest 'Artists for Peace', and Nick Ede, 'fashion philanthropist'. Each will contribute to a series of 'webisodes' aimed at inspiring women to reach their creative potential. An auction of items from celebrity contributors, including a vintage soda siphon bequeathed from Alfred Cointreau, will also be held, with proceeds donated to charities selected by the bursary judging panel.

An employee of 38 years at Cointreau, Bernadette Langlais, claimed her own role as Master Distiller at Cointreau was 'proof' that Casta's message to 'dream, dare and create' was realisable.

The campaign is intended to shape the marketing strategy of the brand, whose roots date to 1849 for the next decade. It also sees Cointreau become the first spirit brand to enter London luxury department store, Liberty.

Although launched in London, the Cointreau Creative Crew is an international program, with further events planned in New York, Cape Town and Antwerp.

Take part: cointreaucreativecrew.com

Douglas Blyde.