A new campaign is being launched in the on-trade for Chambord liqueur to support its new glassware and promote its core serve.
A striking new champagne coupette glass with a skewed stem, imitating a flamingo standing on one leg, was unveiled at the Imbibe Live show in London this week.
It also features in the brand’s “Flamingo” TV advert where a flamingo and a young “carefree” woman are both seen standing on one leg with the voiceover saying she is doing that because “there is no reason”, implying that the woman can – and will – do as she pleases.
The advert will be aired on UK screens throughout the summer as part of the Chambord’s ‘Because No Reason’ marketing campaign.
The campaign will also continue to raise awareness and drive trial of the brand’s core serve, Chambord Royale, sparkling wine topped with the French black raspberry liqueur.
It offers point-of-sale materials, promotions and incentives for both staff and consumers, including a competition for consumers to win a trip to Paris. To enter, they need to take a photo of their Chambord Royale in its new branded glass and upload it with the hashtag #FollowTheFlamingo onto their social media channels and tag the outlet. The outlet with the most uploads of their Chambord Royale will also win a trip to Paris.
The campaign will also be supported by a social media campaign and mobile geo-targeted advertising to maximise brand awareness among the target audience in on-trade outlets, using the striking glassware design to drive trial of Chambord Royale.
Crispin Stephens, head of commercial planning and activation at distributor Bacardi Brown-Forman Brands, said: “The ‘Follow the Flamingo’ campaign and our distinctive flamingo-inspired glassware not only brings our ‘Because No Reason’ campaign to life at the point of consumption but will help us to engage with bar staff and accelerating the 33% volume growth of Chambord.
“Highlighting the added value the Chambord Royale – sparkling wine with Chambord – brings to the growth of sparkling wine and the incremental profit opportunity in the serve, we are confident that the campaign will help to increase bartender advocacy for the brand, further establishing Chambord as an essential brand for bars to stock, helping to drive both brand and sub-category growth.”