The Black Raspberry Liqueur, Chambord, has appointed Southpaw as its global strategic creative agency, following a four-way, competitive pitch.
This is a return to a global agency appointment for the brand, aiming to nurture and maintain a consistent look and feel across all markets, as well as to continue educating consumers on what Chambord is and how/when to drink it.
In 2014 Chambord launched “Because No Reason” campaign globally, and Southpaw’s brief is to build on this strong visual impact, with a new strategic and creative direction. Southpaw will be tasked with building the brand globally, with assets that communicate and encourage the Chambord audience to live in the moment with Chambord by elevating spontaneous social occasions.
Southpaw will be delivering a global campaign with a range of assets to support building brand awareness and educating on product usage, including print, OOH, digital and social, and will be further supporting global markets with delivery of brand toolkits for social media and trade.
Chambord, part of the Brown-Forman portfolio of brands, is a niche brand with great ambitions for growth and increased penetration amongst LDA+1 spirit drinkers.
Global brand manager for Chambord, Maya Udalova, said: “We were very impressed with Southpaw’s strategic and creative response. They demonstrated thorough understanding of our Brand and business challenges. Their strategic recommendations were developed with real rigor and a detailed understanding of our audience, using their neuro-mapping and behavioural science methodologies. We are very much looking forward to working with the Southpaw team to bring the campaign idea to life and achieve our growth ambitions.”
Tom Poynter, CEO at Southpaw, added: “Brown-Forman have a pedigree of building brands over the long term and with distinctiveness. As we come out of a decade of over reliance on short term, quick fix marketing it is so encouraging to work with the global team on building this iconic black raspberry liqueur over the long term. We are looking to make a huge difference to their business and our use of neuro behavioural science will give the brand a competitive edge within the market.”