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La Maison Cointreau Launches Cointreau Creative Crew in Nigeria

The Cointreau Creative Crew is a worldwide philanthropic programme.

The Cointreau Creative Crew is a worldwide philanthropic programme.

Something new is about to happen in Nigeria with Cointreau, (an orange-flavoured liqueur) produced in Saint-Barthélemy-d’Anjou, France, unveiling its philanthropy project, “Dream, Dare Create” in Nigeria.

The Cointreau Creative Crew is a worldwide philanthropic programme which is curated by Laetitia Casta with the purpose of developing women’s freedom and expression by encouraging them to strive to make their dreams a reality.

With the theme ‘Dream, Dare, Create’, it was first launched last year in the UK and it will give an entrepreneur a chance to receive a grant of €20,000 to pursue her creative project. Although the campaign is primarily targeted at women, it is also open to men.

Speaking at a media conference to announce the launch at The Wheatbaker, Ikoyi, Lagos, Nigeria, Valentine Mathieu, Cointreau brand manager, EMEA, said the Cointreau Creative Crew is a philanthropic programme designed to boost women’s creativity.

“We are inspired by Louisa Cointreau who was a remarkable woman in the Cointreau dynasty,” she explained. “She was passionate about women development and philanthropy. We created a movie which is available on Youtube to show the story. It has over one million views.”

Antoinette Drumm, zone director, Africa and Middle East, Rémy Cointreau Group of Companies, said the Cointreau brand personifies what African women are all about. “African women are industrious, energetic, love life and love to make things happen. The Cointreau brand personifies what we should be as African women. The Cointreau brand decided to create global campaign but unknown to them it is an African campaign.”

She further explained that Cointreau is partnering with Betty Irabor, publisher Genevieve Magazine as the Creative Curator of the Cointreau Creative Crew.

“It’s very exciting to launch the initiative in Nigeria as the global campaign has only been launched in the UK with Laetitia Casta. She has also enlisted a network of creative and influential talent including actress Eva Longoria to work on the programme alongside her. We are proud and honoured as the Cointreau Creative Crew marks the beginning of the brand’s mission to celebrate creativity and freedom of expression with women across the world,” she added.

While highlighting her involvement in the project, Irabor said she had to carefully handpicked members of the jury who will work with her to judge the entries. “I accepted to be a part of this because it aligns with my dream to empower women. Some women who dared to dream are impeded by funding. It will be an annual event and the flag off will be after the launch on Sunday. Entry closes in August while the winner will be awarded in December.”


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