Brown Forman launches new Chambord campaign via Naked Communications and UM

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chambord2.jpgBrown Forman Australia this week launches a new campaign for their Chambord liqueur brand, challenging Australian women to ‘add a splash of chic’ to their look this spring by making a new drink choice.

 

Says Dimi Tassopoulos, brand manager for Chambord: “We wanted Australian women to think about their drink as part of their outfit, and to try something more chic than a vodka, lime and soda this season.”

 

The campaign is using the brand’s distinctive colour palette to position Chambord, lime and soda as the perfect drink for the spring and summer seasons. The ‘Splash of Chic’ idea, developed by Naked Communications in collaboration with UM, runs through digital, magazine and social media activity.

Says Tim Kirby, business leadership director at Naked Communications: “This is the time of the year when women are scouring fashion magazines for inspiration for their outfits for the season ahead. This campaign actively encourages people to play with Chambord’s colours and to make sure they accessorize their outfit with a Chambord, Lime and Soda.”

 

The campaign is being brought to life through an integrated partnership developed by UM with Pacific Magazines and in-vogue designer Peter Lang. At Pacific Magazines the campaign will mostly run in Marie Claire and In Style for a strong fashion focus, as well as Who magazine for its lifestyle focus.

 

Says UM group director Tom Rankin: “The combination of the Pacific Magazines’ properties and the star value of Peter Lang is a great way to highlight Chambord for our target market of women 25 to 34 years old.”  

 

The campaign includes a promotion inviting the audience to upload a photo of themselves using the Chambord colours in their outfit to the Splash of Chic Facebook competition gallery. A panel including executives from Marie Claire and InStyle will judge the entries to win one of three Prada handbags.

 

Peter Lang has designed a pair of Chambord inspired earrings, exclusively available via Marie Claire magazine. These will be available to buy off the pages of Marie Claire in the December issue (out November) via Pacific Magazines’ print-to-digital technology, Netpage. The campaign will be supported in-mag and via EDMs from other selected mastheads.