CHAMBORD
CHANGE A ONE NIGHT STAND INTO A LOVE AFFAIR
- ABC1 35+
- MULTI-MARKET
- MASS PREMIUM
THE CHALLENGE
A rich, gorgeous liquid and beautiful packaging that glistens like a jewel...on face value this liqueur seemed to have it all. Sadly not. Across the globe Chambord had low salience, low penetration and was confusing.
THE UNFAIR ADVANTAGE
We identified two key behavioural science models in ‘Chunking’ and ‘Hot state decision making’ that allowed our creative to build much stronger mental availability with their audience, moving Chambord from a ‘one night stand’ to a ‘love affair that lasts’.
THE SOLUTION
MAKE THE MOMENT MAGNIFIQUE. A highly sensorial yet playful campaign that places the product centre stage and shows how easily Chambord fits into the consumer’s lifestyle, enhancing not only the cocktail, but also the occasion.
- 53%
- GLOBAL BRAND GROWTH
This new campaign is a great first step in helping us realise our vision and plans to create greater recognition of the wonderful brand, Chambord liqueur. We want to appeal to a diverse community of consumers, find relevance in the LGBTQIA community and educate on Chambord’s versatility in cocktail serves, thereby encouraging trial. The campaign we have created with Southpaw places the brand centre stage and is delivered with real personality. We are excited to work in close partnership with Southpaw to deliver this campaign, and together see Chambord resonate with our diverse audience and help us realise our growth ambitions.
Alexander Gorelin, Global brand director, Chambord
Share
Chambord: Make The Moment Magnifique
CREATING A GLOBAL BRAND CAMPAIGN FOR THIS CONFUSED & FORGOTTEN LIQUEUR A rich, gorgeous liquid and beautiful packaging that glistens like a jewel...on face value this liqueur seemed to have it all. Sadly not. Across the globe Chambord had low salience and low penetration.
