an everyday luxury

The Chambord business had stalled globally, with gains in one market offset by losses in another. Compounding the issue was the lack of global leadership. Each of the three primary markets, left on their own, was taking the brand in a different direction - positioning, creative content, and portfolio - with the color purple as the only common element. It was inefficient, costly and a barrier to sharing good practice.

Leading a team of key stakeholders we created a comprehensive strategy, landing on a compelling brand purpose and triangle, codifying the design ethos and developing a portfolio vision.

With the vital strategic documents in place, we moved onto creative. Working closely with our AOR, Wieden + Kennedy, we defined the challenge as “We’ve got to break free of the ’ingredient spell’ by giving Chambord a clear meaning in people’s (everyday) life.” Using our uniqueness to tell the story, leveraging “Frenchness” and avoiding luxury and female-targeted marketing clichés, we landed on a robust central creative idea, giving rise to the "Because No Reason" campaign.

This holistic campaign touched all points on the consumer engagement wheel - broadcast, social, in-store, PR and experiential. It was a highly scalable campaign that went on to win a D&AD Pencil and contribute to top-line and bottom-line growth.