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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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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