Before early 2014, people didn't know how and why to drink Chambord. Those that did only did so on special occasions, before returning it to the dusty liquor cabinet. Born out of the intersection between product truth and audience insight, Wieden+Kennedy London created a new positioning that would give the brand meaning in the lives of sociable women. With Chambord's young female audience under social pressure to act in certain ways, Wieden+Kennedy helped remind them to be themselves with the brand line and hashtag #BecauseNoReason. The line embodied Chambord's attitude across TV and social media, tapping into social pressures and dishing out bright and absurd doses of logic for when fans needed a little encouragement to do what they like. Piggybacking on events and breaking news, the #BecauseNoReason line could be organically used to justify just about anything.
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