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, low penetration and was confusing. It looks amazing, but what do I do with it? When do I drink it? At Christmas?
From a 'one-night stand' to a 'love affair that lasts'...
We got to the crux of the problem: Chambord was projecting style over substance. We likened them to a brief fling at a party, a moment that’s quickly forgotten but we needed to create a lasting relationship with our audience. This required a creative platform that was both exciting and educational.
Using our neuro mapping analysis we built a rich picture of our audience; 'The Pleasure Sipper' - those that live in the moment, who are buzzing with joie de vivre. They believe that life is for living and that every moment counts.
You add Chambord to a drink and in doing so you elevate the moment. And those Chambord moments are those unscripted, fun occasions, amongst a small group of friends that are loved, shared and remembered more than any other.
THE CREATIVE PLATFORM: “Make the moment Magnifique”
The platform invites people to add Chambord to the drink AND the occasion to make it truly "Magnifique"
The campaign both excites and educates. Sumptuous product alchemy, black raspberries and a sensorial product descriptor educate and appeal to our audience. Playful sassiness, coveted and diversity all act to make this hyper relevant.
A flexible platform that works across any task and any occasion. Strong distinctive assets help to drive recall and long-term brand building potential.