Drambuie ad backs redesign

22 January, 2010

Drambuie is being backed by a new TV and print ad campaign as part of a three-year rejuvenation strategy for the brand.

The liqueur is also being given a packaging overhaul.

The UK is one of a number of major markets that will benefit from the global ad campaign? The Spirit Lives On, designed to emphasise to consumers that the liquid remains unchanged despite the bottle redesign.

The change is aimed at encouraging a wider range of Drambuie serves.

Marketing director Miranda Rennie said: “While the bottle is something of an icon, it was so heavily associated with after-dinner liqueurs that we took a radical approach to the design.

“The aim of the marketing campaign is to leverage the bottle relaunch to reinforce our brand values and position.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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