Disaronno plans TV seduction

30 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

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




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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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