The artistic history of Cointreau starts with its iconic bottle. Edouard chose the clean, simple lines to ensure that his bottle would be recognized immediately. The amber colored glass was designed to protect the essential oils from the light, and with its simplistic label, evokes an air of elegance and good taste. The entire package, which went against the norm of the time, instantly differentiated Cointreau as a brand that understood its identity
Pierrot de Cointreau
Not content with just building a unique liqueur, Edouard took great interest into the emerging medium of advertising. Working with the famous designer Nicolas Tamagno, he drew inspiration from a picture of Pierrot and paid homage to Edouard’s eyeglasses, bringing to life the character of Pierrot de Cointreau. Evoking both the purity of the liqueur and its gentleness – Pierrot quickly became the Brand Ambassador for nearly 60 years. Edouard also made sure that Pierrot came to life outside of print. Recognizing the power of cinema, he commissioned the Lumiere brothers to produce a film with Pierrot as the central character. The result: one of the very earliest advertising films. The never-aging Pierrot helped to create a unique visual universe that personified both the crystal clear liqueur itself and the consumers' pleasure.
If innovation is art, then Cointreau’s innovations in the realm of advertising serve as masterpieces. Pierrot set the stage, and the forays into cinema laid the ground work, but Edouard brought Cointreau to the people in visionary ways.