Problem: The margarita is America’s #1 most ordered cocktail — one in every five — representing a staggering $2.9 billion annual market. The original margarita recipe consists of just three key ingredients: tequila, lime juice, and triple sec — but in the words of Margaret Sames, creator of the margarita, “A margarita without Cointreau is not worth its salt.” But Millennials and Gen Z had started thinking they could get away with any old triple sec, or even the dreaded “margarita mix”.

Insight: The real enemy is tequila. We could have run a campaign against Cointreau competitors… but honestly, who cares? The real problem was the people weren’t thinking about making sure they had Cointreau, because they were thinking about making sure they had the right tequila. Of course they were - at the time, a new celebrity tequila came out every month.

Idea: Any Tequila. We got Aubrey Plaza to launch a new celebrity tequila of her very own, called Any Tequila. Because when you’re making a margarita, as long as you have Cointreau, any tequila will do. And yes, we made bottle, and yes, we did the whole influencer unboxing thing.

Result: And yes, it worked. We got a massive cultural response: 3 billion impressions, 270 million views - and a +7% volume lift. Know your enemy, right?