Chambord campaign drives female empowerment

Brown-Forman’s raspberry liqueur brand Chambord claims to be “encouraging female empowerment” with the return of its UK summer advertising campaign.

Chambord said its Because No Reason campaign drives female empowerment

Two advertisements, called “Flamingo” and “Trumpet”, first aired as part of the brand’s Because No Reason campaign last year and will return to UK television screens this summer.

Said to target “sassy and glamorous” women, the campaign invites its core audience to do as they wish and ignore pressure to conform to social norms.

In the Flamingo advert, a flamingo and a young woman both stand on one leg, while a voice asks the question “why does she stand on one leg?” The answer given is, “there is no reason”.

The Trumpet advert sees a young woman confidently blow a trumpet followed by the tagline: “Allez! The Trumpets will not toot themselves.”

“Since its launch last year, our Because No Reason campaign has really helped Chambord to connect with our target female audience, so we’re delighted to be launching across TV, digital and PR this summer,” said Hilary Brown, senior brand manager at Brown-Forman.

“Because No Reason beautifully conveys Chambord’s playful, free-spirited personality and luxurious, feminine feel and we’re confident that this latest advertising push will help us to continue to build brand affinity with women around the country who are looking for new, interesting experiences from drinking occasions, both in the home and in bars this summer.”

In 2013, Brown-Forman said it hoped Chambord would become the “third pillar” of its portfolio in the UK within the next three weeks, after witnessing 80% volume growth in the region.