Shaken & Stirred - Influential Brand Profiling and Positioning

New ‘just add Chambord’ campaign launches exclusively at Imbibe Live

Chambord, the premium French black raspberry liqueur from Bacardi Brown-Forman Brands, is set to launch its new brand campaign for the trade at this year’s Imbibe Live exhibition – Europe’s largest drinks trade event.

Taking place on 4 – 5 July at the London Olympia, Chambord will be exhibiting on both days, where it will reveal its new below the line campaign platform. Aptly named ‘Just Add Chambord’, this latest platform looks to cement Chambord’s key messaging around elevating every day experiences, and will run from 1 July – 30 September 2016.

Through the new campaign, the brand aims to show that Chambord provides a quick and easy way for bartenders to elevate the consumer experience by transforming a simple glass of bubbles into a vibrant and fun cocktail (the Chambord Royale), whilst easily improving profit for their bar. The brand will also be encouraging outlets to ‘Just Add Chambord’ to their till to make the upsell even easier.

The ‘Just Add Chambord’ campaign will be launched with an exclusive kit, which has been specifically created to show the trade and educate consumers on what Chambord is and how it is best enjoyed. The brand has designed two versions of the kit – one for premium independent cocktail bars and another that will be available through major brewers and suppliers. The on-trade kits will include the iconic flamingo glassware, recipe cards, menu serves and a consumer competition offering the lucky winner a luxury spa break for two. The supplier kits will feature Chambord branded flute glasses, recipe cards and tent cards.

The new campaign will provide a call to action under the brand’s current marketing campaign, ‘Because No Reason’, which was launched in 2014 and highlights the brand’s distinctively French heritage and attitude.

Nidal Ramini, Head of Advocacy at Bacardi Brown-Forman brands, commented: “We are extremely proud and excited to be back at Imbibe Live. As Europe’s largest drinks trade event it is really fitting for a prestigious and premium French brand such as Chambord to showcase its latest below the line campaign. We are confident the new platform will inspire the on-trade in particular, to transform and elevate serves, whilst helping them understand how Chambord can be the perfect way to elevate a simple glass of bubbles, and ultimately increase profit.

“We only have to look at the fact that 29 million glasses of sparkling wine are sold each year in UK hotels*, which provides a great opportunity to increase growth profit through upselling the Chambord Royale in bars and restaurants via wedding conferences and events packages.”