How do you go from being the supporting act to the star of the show? That’s one marketing challenge of French liqueur Cointreau, which despite being part of several classic cocktails, is sometimes overlooked by the everyday drinker.

Cointreau’s global campaign, created by agency TBWA\Paris, elevates the humble ingredient to center stage. It coincides with the alcohol brand’s biggest refresh in 140 years—the redesign of its iconic bottle—and introduces a new slogan: “Cointreau changes everything.”