Drambuie Unleashes Intriguing Ad Campaign to Entice Younger Generation
The Scottish whisky Drambuie brand is now looking to appeal to a newer generation of younger consumers by launching an 'intriguing' global ad campaign.
Called "A taste of the Extraordinary", the campaign was created by Sell!Sell! and is making its first appearance today in London ahead of an international roll out in 2012. Outdoor ads will run in the Underground and on more than 300 taxis across the capital.
In addition, a social media and PR campaign designed by Freshwater and an experiential campaign that will include a range of consumer activities by Events22 will support this advertising.
Drambuie says the new ad campaign is a "major departure" that is inspired by surrealist artists Salvador Dali to MC Escher.
The drink company is targeting 25 to 44 year old professional "creative class consumers", with the aim of encouraging them to re-evaluate their perception of the brand and tempt them to try it.
Drambuie Liqueur senior brand manager, Vicki Wonders, commented: "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."