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.
- Brand & Creative Strategy
- Social & Content Strategy
- Brand & Campaign Creative
- Brand Positioning
- Brand Positioning
- Organic Social
- Visual Identity & Design
- Tone of Voice
- Campaign Creative
- Meta Content
- 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Chambord faced the dual challenge of refreshing a brand perceived as outdated to resonate with a new generation, while simultaneously boosting engagement and occasions of use among existing consumers.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.
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.
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.
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.
Surpassed Performance Benchmark by