|Media||Print, Magazine & Newspaper|
|Creative Group Head||Joseph Martinez|
|Chief Creative Officer||Razvan Capanescu|
|Art Director||Joseph Martinez|
Credits & Description
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. Words like Louboutin, boeuf bourguignon or chaise lounge 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 from McCann Prague 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.