Disaronno is being backed by a
£2 million TV campaign
on the theme
of Pass the Pleasure Around.
The ad will run across terrestrial and some multi-channel stations, targeting 18 to 34-year-old women. It will be supported by online advertising and promotional activity in women's magazines.
Brand manager Mark Collins said: "Disaronno is growing
by more than 26% across both the on and off-trade
- well in excess of the non-cream liqueur market.
"We are investing considerable sums both above and below the line to drive sales this Christmas."
First Drinks' cream liqueur Amarula will be the official sponsor of the ITV
Out of Africa, as well as sponsoring the best radio station category at the Urban Music Awards
( Nov 14) at the 0² Arena.
Sampling at ice rinks in Edinburgh, York and Canary Wharf in December will form part of the supplier's
Amarula On Ice initiative, which will also include offering consumers money-off coupons.
Amarula was also sampled by 25,000 people at Manchester and Brighton's firework displays on Nov 5.