Cointreau

Cointreau wanted to launch and establish the Cointreau Femme initiative in Denmark – a bartender network working for the representation of women in the bar and hospitality industry.

The challenge was to communicate a value-driven purpose in a category where commercial messages can quickly appear intrusive or untrustworthy.

The campaign needed to create awareness and relevance among women without Cointreau taking ownership of the narrative or reducing empowerment to a marketing stunt.

The task was therefore to find an activation framework where the brand could participate as a legitimate player in an existing conversation about community and female empowerment.

The solution was an editorially anchored partnership with ALT for damerne, a Danish medium with high credibility and a long-standing position as a focal point for women's communities.

Instead of introducing a new brand format, the campaign took its starting point in ALT for damerne's popular podcast "Skål Søster!" (Cheers, Sister!) – a universe where women weekly share experiences, perspectives, and life stories.

Cointreau Femme was integrated as a natural narrative through a special series of four podcast episodes, where one Cointreau Femme bartender participated in the conversation along with well-known and influential women.

The conversations revolved around career, courage, community, and navigating male-dominated industries. The content was supported by editorial digitorials with cocktail recipes and portraits on ALT for damerne's digital universe alt.dk, posts and videos on social media, and an exclusive live podcast recording where the target group was invited.

The campaign linked the podcast and digital storytelling with a physical experience, positioning Cointreau as a facilitator of the conversation rather than the main character.

The campaign achieved strong and documented impact on both reach and engagement.

Overall, the activation generated 1.65 million views and reached +448,700 women via ALT for damerne's social media channels. The campaign's content was consumed – not skipped.

Digitorials were read in depth with high scroll depth (71%), and the podcast episodes performed at the same level as the medium's usual episodes, which underscores that Cointreau was accepted in the editorial context.

The Cointreau Femme network was perceived as an authentic and central part of the narrative, and the collaboration positioned Cointreau as a purpose-driven brand with legitimate relevance in the conversation about women and community.

The campaign created lasting visibility through content that continues to live on ALT for damerne's platforms and in the target group's consciousness.