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Disaronno Velvet debuts £1.3 million advert
Italian liqueur Disaronno has launched a new £1.3 million (US$1.8m) advertising campaign for Disaronno Velvet in the UK.
Disaronno moved into cream liqueurs last year with the launch of lower-ABV Disaronno Velvet (28% ABV).
First broadcast yesterday (8 March), the commercial was inspired by the Italian concept of ‘la dolce vita’ and pairs Disaronno Velvet with the ‘elegance and glamour’ of Italian culture.
Filmed in black and white, the advert celebrates the country’s celebrity culture and class.
It features a rooftop terrace overlooking Rome. The end scene turns to colour, showing Disaronno’s ‘contemporary’ all-white bottle design as ‘the new dolce vita’.
The advert will air until 11 April across some of the nation’s most-watched channels, including Channel 4, ITV and Sky.
Miranda Osborne, category and marketing director at Disaronno International UK, said: “We are very excited to bring our newest commercial to Disaronno lovers across the UK as well as celebrating the contemporary twist on our classic Italian heritage that Disaronno Velvet brings so effortlessly.
“Disaronno Velvet was the perfect next step for us as a brand and we are proud to be able to bring this to life in our latest campaign.
“We knew we wanted to celebrate the icons of Italian culture and we believe this commercial embodies the essence of ‘la dolce vita’.”
Click the video below to watch the new campaign.