COVID has had an impact on many different categories and consumer behaviours, one of those being the astronomic rise of cocktail consumption at home. According to a survey by Pure Profile 38% of Aussies have made a cocktail at home in the last 12 months. 20% of those being a Margarita.
In light of this, Cointreau have partnered with Spotify to help all margarita lovers find their essential Margarita Mix. Spotify will use their API data to analyse individual streaming behaviour and match listeners to a bespoke Margarita playlist alongside its corresponding recipe. Whether your drink of choice is a Classic Marg and your go to playlist is Mood Booster or you prefer yours hot and spicy with R&B tunes to match, there is a margarita for everyone. If you cannot be confined to one Margarita or one genre – the entire collection of recipes and the playlists to match will be fully accessible through the Cointreau microsite created by Spotify.
The Essential Margarita Mix forms part of a wider long term partnership between Cointreau & Spotify in recognition of the mutual love that P18-39 have for music and their tipple of choice. A margarita is a staple in Aussie culture. Much like music, it is essential that all ingredients work together to create the perfect Marg. This partnership aims to ensure that young Aussies recognise that Cointreau is essential to a Margarita – not only that it makes a Margarita. What better way to do it than discovering your very own bespoke Margarita playlist on Spotify.
MT Jones, Head of Marketing on the Remy Cointreau portfolio said:
“We’re so excited to see this campaign in action. Like a Margarita, music is all about creating the right mix. The partnership with Spotify communicates that Cointreau is an essential part of that mix and needs to be celebrated”.
Olivia Scott, Planner/Buyer at Kaimera said:
“Australia’s love of a good Margarita has entered into the cultural zeitgeist. We recognised an opportunity to partner this with young Aussies mutual love for music. Spotify’s API capabilities enables users to have a personalised experience that not only tickles their tastebuds but hits the right notes when it comes to music preferences”.
The campaign was launched on 9th June and will run for 12 weeks supported by search & social activity. Users begin their experience via display ads on Spotify that will drive them to their Cointreau Margarita microsite. Spotify will analyse their listening behaviour to establish their Cointreau Margarita mix, a bespoke playlist and recipe for each user. This is all underpinned by a competition offering Spotify users the opportunity to win 1 of 5 Cointreau Prize Packs.
So what’s your perfect mix?