Disaronno plans TV seduction

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."