Disaronno TV ad hits screens

22 November, 2007

First Drinks Brands is spending £2 million on a TV ad for Amaretto liqueur Disaronno.

Forming part of the brand’s Pass the Pleasure Around marketing campaign, the 30 second ad will run for seven weeks and is designed to appeal to Disaronno’s target audience of image-conscious women aged 20-35.

Featuring a group of friends enjoying Disaronno over ice in a bar, the ad aims to reflect the liqueur’s premium credentials and its position as a drink for sociable occasions, according to a spokeswoman.

It will screen on ITV, C4, and C5.

Brand manager Mark Collins said: “Disaronno is the third largest brand in the non-cream liqueur category and is enjoying a year of outstanding double digit volume and value growth in the off-trade.

This impressive sales growth comes on the back of strong growth in recent years and we are expecting to see this trend continue.

“As the category leader, Disaronno is a must stock brand which will enjoy high demand over the Christmas period.”




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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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