Licor 43 campaign targets ‘millennial foodies’

Spanish liqueur brand Licor 43 has unveiled a €6 million (US$6.5m) campaign to promote its portfolio to the “millennial foodie sector”.

Licor 43 has launched its Tastes Better Together campaign

Zamora Company, which produces Licor 43, has launched the campaign to highlight the brand’s “provenance, heritage and natural ingredients”.

With the strapline ‘Tastes better together’, the initiative has been created to communicate the blend of 43 ingredients that make up Licor 43. It will also see the circle emblem from the Licor 43 logo become the key signifier for the brand and hero graphic for the ads, running through all visual communications and social media activity.

The campaign will roll out across key markets including Spain, Mexico, Germany and the Netherlands through print and digital media as well as TV adverts.

Julian Fernandez, global marketing director of spirits at Zamora Company, said: “Millennial foodies account for 2.3 billion people worldwide and will be 75% of the global workforce in 2025.

“These consumers are interested in the provenance and ingredients in a brand, so it’s important we position ourselves as the product we are: an on-trend liqueur with a long, strong heritage that has always, and will always, be a fusion of natural ingredients.”

Licor 43 recently unveiled its second annual Made of Spain Art Edition bottle, which was inspired by Madrid’s Los Austrias quarter.