Colors, excitement, refreshment:
a toast to summer
How to extrapolate focus on the product and widen brand experience
When we got together once again, the Chandon team made us this question: how to keep on being the brand with the segment’s most innovative communication campaign?
In order to get the challenge straight, let’s go back in time. Since 2015, Chandon has been building a communication platform that revolutionized the category: instead of putting efforts on the ‘end of the year’ time (Christmas and New Year), they started focusing on summer, the year’s best season. In a smart communication insight jointly developed by CBA B+G and LVMH in 2014, which extended the brand’s momentum and the consumption of its products, it changed the dynamics in the segment and, best of all, founded the perfect match with the season which is just the brand’s style – festive, positive, exciting and boiling.
We’ve been together since the start of this endeavor – from planning to the creative concept, from creating the communication campaign to its application in giveaways and product kits, sales furniture and the experience in selling points, both on and off trade. A real nice partnership we have the pleasure to keep and evolve over time.
Always in respect to the brand’s core values – the light and joyful spirit, the excitement, the refreshment and the ‘Brazilianity’ (they are proud of being a French brand with operations in Brazil), Chandon campaigns showed their consistency but, above all, they evolved throughout the years:
In order to generate ideas, develop the experience with the brand and operate campaigns, we jointly came up with a methodology, entirely tailor-made to this client: we used a model named Strategic Creative Thinking, focusing on customer experience which applies to projects of such nature, where our support goes beyond creating a specific identity. We set up a territory and the possible points of engagement between the brand and its public, pointing the elements necessary to create room for emotional bond and attaining loyal long-term customers, and while feeding the promotional flow typical of such product category, especially during summer time and the end of the year.
The work’s outcome gave a direction to the Why, How and What to communicate. A mix of campaign material and inspirational guides to all the marketing team, trade marketing, and countless other partners who activated the campaign, from digital to physical experience points.
The champagne flutes that become drink glasses, originally and exclusively designed by CBA B+G, simplify the consumption of Brazil’s most loved sparkling wine.
Colored and vibrant, from New Year’s toast to the relaxed drink by the pool, traditional or on ice, adding a cool chic Brazilian touch. Chandon glasses come in different colors that may be found in Chandon Colors Collection and Chandon Passion on Ice packs.
One year and a half on research to get to an innovative product…
“I believe we’ve created something that looks just like the brand and matches perfectly with Brazilian summer. When we first launched the colored glasses, which would be initially used in some events, the success was such that we made it available to the customer. After some seasons, the time came for us to deliver something unique that represents the pioneer and innovative spirit of a leading brand that drives the market’s trends, always looking after surprising its customers”, says Gabriela Moreno, marketing director for Chandon Brazil.