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Southpaw puts the spark back in Chambord liqueur’s growth trajectory with new global brand platform

By The Drum Network | Staff Writer

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The Drum Network article

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November 17, 2020 | 4 min read

Strategic creative agency Southpaw has created an exciting global brand platform for luxury drinks brand Chambord, titled Make The Moment Magnifique.

Southpaw is behind Chambord's new magnifique campaign.

Southpaw is behind Chambord's new magnifique campaign.

The brand platform is a quirky and playful new approach that will help Chambord be more distinctive, relevant and persuasive.

Despite Chambord liqueur being known for its visual appeal and taste, the brand needed to reconnect with consumers around the globe, driving awareness and educating its drinkers on when and how to enjoy Chambord liqueur. It's not just as an occasional drink, but should be opted as a frequent choice and can be added to spice up popular cocktails.

Using behavioural science analysis, Southpaw built a deep understanding of the target consumer - dubbed The Pleasure Sippers. They are identifiable by their desire to live life in the moment and embrace it to its fullest.

The campaign is designed to be diverse, appealing to the LGBTQIA community and beyond. It shows them that by adding Chambord to everyday unscripted moments with your closest friends, experiences can be elevated to something truly magnifique.

Chambord’s global brand director, Alexander Gorelin, said: “This new campaign is a great first step in helping us realise our vision and plans to create greater recognition of the wonderful brand, Chambord liqueur. We want to appeal to a diverse community of consumers, find relevance in the LGBTQIA community and educate on Chambord’s versatility in cocktail serves, thereby encouraging trial.

"The campaign we have created with Southpaw places the brand centre stage and is delivered with real personality. We are excited to work in close partnership with Southpaw to deliver this campaign, and together see Chambord resonate with our diverse audience and help us realise our growth ambitions.”

Anchored by a sumptuous product descriptor, The Velvety Smooth Black Raspberry Liqueur, the creative comes complete with chic, colourful and impactful visuals that are both inspiring and informative. These are paired with a playful and charismatic tone of voice, crafted to convey an intentionally understated French sass.

Southpaw’s business director, Claire Lambell, said: “Chambord sits in a very crowded, competitive sector following the explosion of Aperol and growth of pink gins. Our creative campaign, underpinned by our neuro behavioural science, will create engagement and recognition of Chambord with their target market, encouraging trial of this wonderfully luxurious French Black Raspberry liqueur and supporting the brand in raising awareness and realising growth. We look forward to working with the Chambord team to deliver this exciting new campaign for the brand.”

The campaign will be rolled out globally from October 2020 across social and digital channels, as well as the on and off-trade, with a particular focus on Chambord’s key markets - US, UK, Australia and France. Subject to media buying, this will be seen in press and OOH, also.

Digital Advertising Agency

Content by The Drum Network member:

Southpaw

We are a creative agency that uses the science of emotion to help build brands. We use neuroscience and effectiveness research methods in order to deliver creativity that will have high emotional impact on behalf of our clients. We call this creativity that moves people and we do this for brands such as Honda, Diageo, Molson Coors and PZ Cussons. Our parent company is the globally recognised and awarded agency network, Hakuhodo Inc, giving us the ability to operate with global scale, delivering best in class technology as well as building revenue generating IP for clients. We put an enormous value on the power of relationships, which to us means commitment, clear objectives and a sense of fun, bringing an average client tenure of 8 years.

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