A drink is no longer just a drink - it's part of your outfit. At least, that's what alcohol brand Brown Forman wants you to think, with a campaign for its liqueur brand Chambord.
The ‘Splash of Chic’ campaign aims to position Chambord, lime and soda as the "perfect" drink for spring and summer. It was developed by Naked Communications in collaboration with UM, and runs across digital, social media and print through a partnership with Pacific Magazines.
It also includes a promotion inviting readers 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.
A pair of Chambord-inspired earrings, designed by Peter Lang, will also be able to shopped directly from the pages of Marie Claire via Pacific Magazines' Netpage app.
Tim Kirby, business leadership director at Naked Communications, said: “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.”
UM group director Tom Rankin said: “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.”
