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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Richard Hemming MW: beware inverse snobbery

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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