Chambord
Because No Reason 

Chambord was too special for its own good. People brought it out for celebrations and the rest of the year it was left to get dusty at the back of the cupboard. But why do you need a special occasion to drink it? If you like it, drink it. Because no reason.

The Because No Reason attitude was also the perfect antidote to the media, which was constantly bombarding our audience (women 25-34) with what to wear, how to look, what to eat, what to do. We wanted to encourage people to do whatever they liked, for no other reason that they liked it. This attitude was inspired by the product itself - a pink liqueur, with a brilliantly flamboyant bottle, utterly itself, utterly unapologetic and utterly French.

We created a look and feel called Odd Luxury where everything made no sense and complete sense. And a tone of voice, Absurd Logic, inspired by Eric Cantona and delivered by our Chambord woman, who was actually many women. She dolled out seemingly nonsenical advice which always boiled down to one very sensible point - do what you like. 

We brought the attitude to life in TV, social, a website and an event which invited people to have cake for dinner. Why? Because no reason, of course.