TV campaign for Chambord liqueur

06-Nov-2014 - Last updated on 06-Nov-2014 at 09:07 GMT

Chambord: Aiming to 'add decadence to a girls' night out'

Bacardi Brown-Forman Brands is upping investment in Chambord by 30% next year, following a successful 12 months for the brand.

Plans include a return to TV advertising, a roll out of flamingo-shaped glasses, plus new sponsorships and “experiential” activity.

The liqueur found success following a repositioning last year as a brand for “sassy, glamorous” females wanting to add a bit of decadence to a night out, said head of developing brands Charlotte Ashburner. “We used to be seen as a bit of a posh brand for special occasions only, but we have worked hard to promote the idea we are a special brand for all occasions,” she said.

Attractive margins on the signature serve, Chambord Royale (Chambord & Prosecco), was also a message that had gone down well in the on-trade, resulting in a number of new distribution wins including a JD Wetherspoon deal, which will see the brand on drinks menus in all 900 venues.

The company invested in its first global campaign for Chambord this year, Because No Reason, which included a TV campaign that debuted in the UK in July.

The ads will return for the run-up to Christmas, as well as in February and March next year ahead of Valentine’s Day and Mother’s Day.

The French black raspberry liqueur is up 41% in MAT volume sales for the past three months.