Cointreau Spicy was created to tap into the growing “swicy” appetite for sweet heat, but the challenge was bigger than launching a new flavour. The opportunity was to turn spice into something people could physically experience, compare and talk about, while keeping Cointreau at the centre of the Spicy Margarita occasion. We built the launch around a three-stage Heatwave Toolkit: Spark, Ignite and Burn. Influencer kits introduce the serve at home, on-trade activations create trial through interactive challenges, and off-trade tools carry that momentum into retail. The whole system is anchored by one simple provocation: Dare to Feel the Heat? At the centre is the Spicy Cart, where guests press their hands onto a thermochromic surface to reveal their “heat level” before being rewarded with merch and a mini Spicy Margarita. Temperature-changing glassware, a chilli-shaped shaker, custom rimmers and a spicy serving tray extend the theatre into the serve itself, while the Spicy Buzzer turns one push into an unexpected frozen-shot delivery at the table. The experience then moves into retail through lenticular shelf talkers, split-level displays, heat-reactive packs and collectible GWPs, supported by QR-led quizzes and personalised cocktail recommendations. The result is a launch platform that makes heat visible, interactive and ownable, turning Cointreau Spicy from a flavour innovation into a full sensory brand experience.