Licor 43 reveals digital campaign for vegan Horchata variant

Spanish liqueur brand Licor 43 has launched a UK-focused digital advertising campaign to support the launch of its latest range extension - Licor 43 Horchata - focusing on the product’s vegan credentials.

Licor 43 Horchata is a dairy-free, light and silky-smooth “cream” liqueur, which is suitable for vegans as it combines the essence of Licor 43 Original with the iconic Spanish horchata drink made from the “milk” of tiger nuts. The product launched in May and is now listed at Tesco at RRP £18.

The new campaign has been designed to reach vegan and free-from consumers and those who appreciate premium “cream” liqueurs.

With “Did I mention I’m vegan?” at its heart, the campaign will have several different incarnations and will focus on Facebook and Instagram advertising, display banners and SEM Google ads, and will also be built into the brand’s UK-focused social media conversations.

The new campaign features a variety of conversational straplines including “I’m so vegan I don’t even call my girlfriend honey”, “Vegans just wanna have fun” and “Smooth like Jazz, but cool as Funk” and will run from mid-July for five weeks.

Craig Chapman from UK distributor Cellar Trends said: “We have created this campaign specifically for the UK market and have built in touches of attention-grabbing irony and humour.

“It’s a bit of an unapologetic approach but still communicates the credentials at the core of the brand - the fact it’s dairy-free and nut-free and tastes delicious. And the fact that tiger nuts don’t come from tigers!”

Licor 43 Original was first launched in 1946 and uses a 70-year-old secret family recipe of 43 natural ingredients, including selected Mediterranean citrus fruits and botanicals. The horchata is the iconic, national drink of Spain based on a traditional recipe from Valencia which blends the “milk” of tiger nuts (a crop originally from ancient Egypt and brought to Spain by the Arabs), spice and citrus.