Category: Cross-Cultural Audits


Cointreau is a spirits brand that targets young, modern and aspirational women. In 2010, it embarked on a cocktail-led strategy, driven by the fact that Cointreau is the base of many classic cocktails, such as the margarita and sidecar.

When it came to targeting the US, their largest market, the brand contacted Creative Culture to assess the relevance of their brand values and messages for the market and write striking headlines and taglines that would resonate with the local target audience. In addition to that, our teams of American copywriters undertook a semantic analysis of all keywords used by the brand, selecting the strongest and most relevant ones for the audience.

Did you know that "legendary" has a strong masculine connotation and would perhaps better fit a whisky brand, whereas "iconic" is more feminine and therefore better suited for a brand such as Cointreau?


To launch the Lumia smartphone range, Nokia rolled out a 360° global campaign around the concept of "The Amazing Everyday", illustrating how daily life can be fun and exciting, particularly when technology enhances relationships and experiences. But who’s to say that Brazilian and Chinese consumers find the same things exciting?

In this cultural proofing exercise, Creative Culture's teams of experts were brought on board to assess and adapt a range of collaterals from POS, press, TV and experiential campaigns in Brazil, China, India, Spain and the US. Did you know that in India, cats are not a highly regarded animal? In fact, they are often believed to be feral and are not tolerated in the house.