Drambuie’s new global campaign launches

Scottish Liqueur Drambuie today (28 November 2011) launches its new international campaign in London.

The campaign will launch first in theUK,Chile and Greece this year, then will extend across the rest of the world in 2012.

Called “A Taste of the Extraordinary”, the new campaign is another stage in the brand’s rejuvenation process that aims to draw in a younger audience.

In line with the name, the key campaign visual is a surreal landscape with Dali/Escher influences. With everything in stark greyscale, the bottle – in full colour – is very prominent in the foreground.

In addition to the visuals that can be seen on buses, in the tube inLondonand on 300 black cabs, there will also be a strong online push though social media, as well as “experiential activities” for consumers.

Vicki Wonders, senior brand manager for Drambuie UK, said: “We’re delighted to offer consumers a sneak preview of A Taste of the Extraordinary in the UKthis Christmas. A fully integrated campaign combining advertising, social media, PR and experiential activity will be rolled out later in 2012. This campaign offers an engaging platform from which we will present Drambuie to potential consumers, as well as our on and off trade partners, as we encourage them to reconsider the brand and its place in their repertoire.”

Tim Dewey, global marketing director, added: “Our research in both the UK and USA found that there was a real need to educate our consumers as to what the ‘taste’ of Drambuie actually is – a unique blend of aged Scotch whisky, spices heather honey and herbs. Combining this message with our bold new direction, we are in a much stronger position to further target a new generation of Drambuie drinkers. A Taste of the Extraordinary has given us the assets to deliver an impactful campaign across all channels and markets for years to come.”