UK: Disaronno in Christmas marketing push
By just-drinks.com editorial team | 4 November 2008
Italian liqueur Disaronno, distributed in the UK by First Drinks Brands, is looking to boost its sales growth across the on- and off-trade with a Christmas TV campaign.
The GBP2m (US$3.17m) campaign, entitled 'Pass the Pleasure Around', will be targeted at 18-34-year-old women.
The TV campaign, which generated a sales uplift when aired in previously, will coincide with online advertising and PR investment across key women's titles and websites.
"Disaronno is growing in excess of 26% across both the on- and off trade which is well in excess of the non-cream liqueur market," said Mark Collins, brand manager for Disaronno at First Drinks Brands.
"We are investing considerable sums both above and below the line to drive sales this Christmas, and that is why we continue to outgrow the market and other brands by a significant margin."