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Key Takeaways:
- Cointreau and Aubrey Plaza launched a fake tequila brand to spotlight the liqueur’s role in margaritas.
- The campaign leans into satirical comedy and pokes fun at the celebrity tequila trend.
- The main spot encourages drinkers to keep it simple: any tequila + Cointreau = the original margarita.
Cointreau and American actress Aubrey Plaza invented a tequila brand. And no, you can't buy it.
The liqueur brand just launched a summer campaign that takes a cheeky jab at the crowded celebrity tequila market by creating one of its own.
"Any Tequila" is a completely made-up brand meant to remind drinkers that it isn't tequila that makes a Margarita worth drinking, but Cointreau.
"With Aubrey Plaza and 'Any Tequila,' we’re bringing that message to life in a way that’s both memorable and unmistakably MargaRight," said Nicolas Beckers, President and CEO at Rémy Cointreau Americas.
"Cointreau is, and always has been, the essential ingredient in the Margarita."
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The campaign builds on the viral “Make Your Margarita MargaRight” push, leaning once again on Plaza’s deadpan humor to make its point.
It looks and sounds like the next big tequila drop, but it not actually existing is the whole point.
The campaign's core message is glaringly simple: use any tequila you like, but if you want to do it right, Cointreau is your answer.
According to the brand, Margarita Sames, who was credited for creating the cocktail, famously said:
“A Margarita without Cointreau is not worth its salt.”
For those wanting to “MargaRight” at home, Cointreau closes its campaign with a call-to-action: all you need is Cointreau, any tequila, and fresh lime juice.
Just don’t go looking for “Any Tequila” at your local liquor store.
Fake Brand, Real Message
The hero spot features Plaza promoting “Any Tequila” with her signature sarcasm and straight-faced delivery, making it hard to tell between parody and real product launch.
"Introducing 'Any Tequila,' a celebrity tequila — from me!" the actress said, as the bottom of the screen writes: "100% celebrity endorsed. 0% real."
The "Funny People" star then hilariously guesses the ingredients of the tequila, pointing at the aloe plant beside her.
She then drives her point across by saying Any Tequila can literally be any tequila, "because it's Cointreau that makes a margarita."
@theplazarchive AAAAND… IT WAS A BAIT! Aubrey Plaza isn’t launching a new tequila brand and actually made fun for other celebrities for doing it. 👀 Here’s to another “Wood Milk” kind of situation! 🥂 #AubreyPlaza#viralvideos#foryoupage#viral♬ original sound - theplazarchive
Launched June 12, the campaign rolls out across Cointreau’s digital and social channels, as well as paid media like YouTube, Connected TV, and major streaming platforms.
With Margarita season peaking during the summer and tequila options multiplying over 30% three years ago, Cointreau wants to simplify the choice.
The campaign drives home a key point rooted in history: the Margarita was invented with Cointreau.
Our Take: Can Fake Tequila Sell A Real Drink?
In my opinion, parodying the explosion of celebrity-backed tequilas was a smart choice.
By doing this, Cointreau was able to position itself as the core of the popular cocktail’s origin story.
It’s also a solid example of how celebrity marketing works better when it’s unexpected.
Plaza helps tell the brand's story in a unique way only she could.
Meanwhile, Brian Austin Green and Tori Spelling were recently tapped by the Ryan Reynolds-owned Aviation Gin to star in its Father's Day campaign.
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