- New multi-channel campaign to include TV, OOH and digital media
- Campaign is the brand’s largest ever Christmas investment
- The campaign also includes limited-edition winter packaging and Chambord & Martini prosecco gift packs
Chambord, Bacardi Brown-Forman’s black raspberry liqueur, has just launched its brand new “Live Rose Tinted” through-the-line campaign – the brand’s largest ever Christmas investment – to reach over 30 million UK adults. The high reach and awareness-driving campaign will see Chambord return to TV in the UK for the first time since 2015.
The Live Rose Tinted campaign inspires consumers to choose fun over the norm and create their own Chambord moments, rather than waiting for special occasions to enjoy the liqueur. Predominately aimed at females, the new creative aims to educate consumers about the brand’s hero serves, such as the Chambord Royale (prosecco topped with Chambord and a raspberry) and show how casual occasions can easily be upgraded with Chambord.
On and off trade venues will be supported further through digital media and proximity OOH, grabbing the consumers’ attention before they are in-store / in the venue as well as creating extra visibility within grocery stores and on-trade venues.
With sparkling wine sales in the UK still in growth (12.1m 9Ls, +3% from last year*) driven by the ongoing popularity of prosecco; and gin sales showing no signs of abating (+39% from last year*), the Live Rose Tinted campaign will focus on these consumption trends, and show consumers how they can easily upgrade their fizz into a delicious Chambord Royale or create a gin-based serve such as a Chambord Bramble or a Chambord Collins.
To bring this to life in the off-trade, Chambord has partnered with Martini Prosecco to create a beautiful gift set containing a 20cl bottle of each product with recipe inspiration for the Chambord Royale, Chambord Bramble and the Chambord Collins. The set is available at Tesco and Morrisons for RRP £12.00. Additionally, Chambord has launched a 20cl limited-edition winter box designed to stand out on shelf through its deep purple packaging, which has been adorned with raspberries. It will be available in all major supermarkets throughout the UK for RRP £8.00.
Joining the limited-edition packs, and offering another opportunity to increase basket spends, is Chambord’s 50cl bottle, complete with a neck tag featuring the key serves people can make at home with the liqueur. The 50cl bottle is available as a limited edition at Tesco stores nationwide or on Amazon Fresh for RRP £18.00. The packs will be supported through various price promotions at a number of major supermarkets across December.
Across the on-trade, Chambord provides the perfect opportunity to upgrade and therefore upsell popular categories such as fizz, gin and wine. The Chambord Royale offers a clear gross profit boosting opportunity; giving venues the chance to elevate and upsell a regular glass of fizz into something even more special. Similarly, options like the Chambord Bramble and Chambord Collins gives on-trade venues the opportunity to offer consumers an exciting gin-based cocktail beyond an everyday gin & tonic while the Chambord Spritz can act as the perfect aperitif and a fruity alternative to a dry white wine.
Educating consumers around what Chambord is and how it can upgrade everyday serves continues in the run up to Christmas, as the brand partners with The Slug & Lettuce, delivering cocktail masterclasses where consumers can learn to make their own Chambord serves across 70 sites.
Joanna Austin CPA Director said: “The new “Live Rose Tinted” campaign, and our biggest-ever Christmas investment, really shows our confidence in the Chambord brand and represents a great opportunity for our customers. We’re reaching more consumers than ever before with our Chambord advertising and showing them just how easy it is to upgrade their usual fizz to a delicious black raspberry Chambord Royale.
“Chambord gives both retailers and on-trade venues the opportunity to upsell popular categories (fizz, gin, wine…the list goes on); and our beautiful limited-edition packaging, proximity OOH advertising and serve suggestions really help to drive this home.
On or off trade customers wishing to find out more about Chambord can contact Bacardi Brown-Forman on 02380635252.