Liqueur is in the pink this summer

The firm behind French black raspberry liqueur Chambord is targeting female consumers this summer with the return of its ‘Because No Reason’ advertising campaign.

Chambord ad still

Bacardi Brown-Forman Brands (BBFB) said it aims to capitalise on the continued growth of the sparkling wine category during the summer months by promoting a Chambord and sparkling wine serve.

Two adverts from the campaign, which were first aired last summer, will return to TV screens this month and next. Entitled ‘Flamingo’ and ‘Trumpet’, the adverts will also appear on digital platforms.

Designed to connect with “sassy and glamorous independent females”, the adverts urge women to “ignore the pressure to conform to social norms that prevent them from being true to themselves”.

Core serve, The Chambord Royale  – sparkling wine with Chambord – is highlighted in the ad along with the liqueur’s flamingo-inspired glassware.

Hilary Brown, senior brand manager at BBFB, said the growth of the sparkling wine category, combined with the trend for light and fruity drinks, is contributing to the growth of Chambord.

“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 Brown.

“‘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.”