Liqueur brand Chambord has launched a new television advertising campaign to support the release of its latest flamingo-shaped glass.
The asymmetrical coupette glass features an off-centre stem that represents the shape of a flamingo standing on one leg, which ties in with wider advertising activity for the brand.
Chambord has also launched a new television advertisement that features a young woman mimicking the stance of a flamingo, closing with the tagline #BecauseNoReason. The creative encourages consumers to do things not because there is a logic behind them, but because they want to – and is seeking to drive retail sales as a result.
Crispin Stephens, head of commercial planning and activation for distributor Bacardi Brown-Forman Brands, said: “The ‘Follow the Flamingo’ campaign and our distinctive flamingo-inspired glassware not only brings our ‘Because No Reason’ campaign to life at the point of consumption but will help us to engage with bar staff and accelerating the 33% volume growth of Chambord.
“Highlighting the added value the Chambord Royale – sparkling wine with Chambord – brings to the growth of sparkling wine and the incremental profit opportunity in the serve, we are confident that the campaign will help to increase bartender advocacy for the brand, further establishing Chambord as an essential brand for bars to stock, helping to drive both brand and sub-category growth.”
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