We Don't Do Passive

Chambord#BecauseNoReason

We took the iconic (but essentially irrelevant to our female millennial consumer) black raspberry liqueur and created a nouveau, up-to-the-cultural-minute campaign that said you don’t need an excuse to add Chambord to your drink.

Logo for Chambord

Services

  • Brand & Creative Strategy
  • Social & Content Strategy
  • Brand & Campaign Creative

Outputs

  • Brand Positioning
  • Brand Positioning
  • Organic Social
  • Content
  • Visual Identity & Design
  • Tone of Voice
  • Campaign Creative
  • Meta Content

Impact

  • 40M Social Engagements
  • 1.6M Views
  • 26% Engagement Increase
  • "Images" Winner, 9th Annual Shorty Awards
  • "GIFS" Finalist, 9th Annual Shorty Awards
  • "Art Direction" Bronze Honor, 9th Annual Shorty Awards

A Classic Brand, Revamped for a New Generation

Chambord faced the dual challenge of refreshing a brand perceived as outdated to resonate with a new generation, while simultaneously boosting engagement and occasions of use among existing consumers. The brand required a revitalized identity that would appeal to millennial females in a space that thrived on emotional connections.

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A Strategy Crafted to Reintroduce and Reimagine the Brand

Recognizing that millennials frequently engage with brands through social media, we saw an opportunity to redefine Chambord's image using this platform. By infusing the brand with an ownable, vibrant visual identity and an empowering tone of voice, we could connect with our target audience and introduce the versatility of Chambord for various occasions, breaking away from its occasional use.

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A Call to Celebrate Spontaneity and Self-Expression

The "Odd Luxury" and “Because No Reason” campaigns were designed to redefine Chambord as a brand that celebrates spontaneity and self-expression. Through a mix of empowering mantras, striking visuals and cocktail inspirations, we leveraged social media’s immediacy to generate a continuous stream of engaging content, driving new interest and occasions for Chambord's use.

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A Classic Brand Resonates With Modern Consumers

The campaigns sparked a remarkable turnaround, achieving more than 40 million social impressions and 1.6 million organic views, surpassing industry benchmarks with a 26% higher click-through rate. This strategic rebranding led to Chambord's first growth spurt within the Brown-Forman portfolio, marking three consecutive years of consistent growth and a newfound connection with millennial consumers.

Organic Views

.M+

Surpassed Performance Benchmark by

%

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Have a similar project in mind? We’d love to talk about it.

Contact Information
Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling