Campaign that's a pleasure

14 November, 2008

Heavyweight marketing campaigns for First Drinks Brands' two best selling liqueur brands get under way this month.

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

screening of

Out of Africa, as well as sponsoring the best radio station category at the Urban Music Awards

tonight

( 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.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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