| Title | UNSPEAKABLY FANCY |
| Brand | RÉMY COINTREAU |
| Product/Service | ALCOHOL |
| Category |
B04. Use of Print or Outdoor |
|
Entrant
|
McCANN PRAGUE, CZECH REPUBLIC
|
|
Idea Creation
|
McCANN PRAGUE, CZECH REPUBLIC
|
|
Production
|
McCANN PRAGUE, CZECH REPUBLIC
|
Credits
| Razvan Capanescu |
McCann Prague |
Chief Creative Officer |
| Jan Benda |
McCann Prague |
Group Creative Director |
| Joseph Martin |
McCann Prague |
Associate Group Creative Director |
| Klára Palmer |
McCann Prague |
Group Creative Director |
| Benjamin Mulderer |
McCann Prague |
DTP |
| Martina Hejdová |
McCann Prague |
Chief Operating Officer |
| Martin Petrásek |
McCann Prague |
Group Account Director |
| Hana Prokopová |
McCann Prague |
Account Director |
The Campaign
Czech language is not an easy language. And for foreigners, trying to pronounce words with 4 consecutive consonants can be challenging to say the least.
The interesting fact is that the reciprocity is also valid – Czechs are having trouble to pronounce some of the fancy French names or the complex English ones.
Words like Louboutin, Boeuf Bourguignon or names like McConaughey are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging.
This campaign not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.
Campaign Success
Czech language is not an easy language. And for foreigners, trying to pronounce words with 4 consecutive consonants can be challenging to say the least.
The interesting fact is that the reciprocity is also valid – Czechs are having trouble to pronounce some of the fancy French names or the complex English ones.
Words like Louboutin, Boeuf Bourguignon or names like McConaughey are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging.
This campaign not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.
Describe the success of the promotion with both client and consumer including some quantifiable results
Czech language is not an easy language. And for foreigners, trying to pronounce words with 4 consecutive consonants can be challenging to say the least.
The interesting fact is that the reciprocity is also valid – Czechs are having trouble to pronounce some of the fancy French names or the complex English ones.
Words like Louboutin, Boeuf Bourguignon or names like McConaughey are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging.
This campaign not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.
Explain why the method of promotion was most relevant to the product or service
Czechs are having trouble to pronounce some of the fancy French names or the complex English ones.
Words like Louboutin, Boeuf Bourguignon or names like McConaughey are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging.
This campaign not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.
Czech language is not an easy language. And for foreigners, trying to pronounce words with 4 consecutive consonants can be challenging to say the least.
The interesting fact is that the reciprocity is also valid – Czechs are having trouble to pronounce some of the fancy French names or the complex English ones.
Words like Louboutin, Boeuf Bourguignon or names like McConaughey are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging.
This campaign not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.