Chambord looks to Christmas gifting
Brown-Forman owned Chambord has launched a gold gift box release, supported by various marketing activities, as it seeks to ‘educate consumers’ in the UK this festive season.
Chambord is targeting festive shoppers in the off-trade and grocery channels with a new gold gift box release
Off trade and grocery partners can benefit from a merchandising support plan spanning six sheet posters, recipe barkers and online banner ads to communicate key cocktail serves, as well as price promotions.
The 16.5% abv French black raspberry liqueur brand has also simultaneously launched Chambord Channel (chambordchannel.com), featuring 23 cocktail recipes and three ‘how to make’ videos to capitalise on the trend for at-home entertaining.
Videos feature the Chambord Spritz, Chambord Royale and Chambord French Martini serves, as well as incorporating the ‘Because No Reason’ campaign. This will be promoted alongside the ‘Flamingo 30’ creative using digital media, video-on-demand, and social media channels throughout December, targeting a key audience of 25 to 30-year-old women.
The combined campaign will reach six million unique target consumers over the Christmas and New Year period, says Bacardi Brown-Forman, the UK sales and marketing joint venture.
Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman Brands said: “As a strong footfall driver, BWS [beer, wine and spirits] is a crucial category for retailers to get right during the festive trading period, and with its suitability for sparkling cocktails, Chambord provides stores with an excellent opportunity to boost their profits, particularly at this time of year.
“The luxurious look, feel and taste of Chambord, coupled with its engaging marketing campaign, is successfully winning the brand new fans amongst its core female audience and we look forward to seeing our customers benefit from this throughout festive season.”
Chambord’s gold gift box format retails at £7.50 for 20cl.
In July this year, Chambord claimed to drive ‘female empowerment’ with the return of its summer marketing campaign.
