Click through to view the Drambuie Taste of the Extraordinary print ad

Click through to view the Drambuie 'Taste of the Extraordinary' print ad

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Drambuie Liqueur Company has lined up a global marketing campaign for its namesake liqueur brand.

The push, entitled 'A Taste of the Extraordinary', launches this week in London, the company said earlier today (28 November), before rolling out globally next year. Greece, Chile and the UK will see the ads this side of Christmas, Drambuie said.

In London, print ads will appear on the Underground, while 300 branded taxis will promote the black-and-white zigzag design and bottle shot. The UK campaign will also see an integrated social media and PR strategy, with consumer experiential activities lined up for next year.

Vicki Wonders, Drambuie’s UK senior brand manager, said: “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.” 

Global marketing director Tim Dewey added: “Our research in both the UK and US found that there was a real need to educate our consumers as to what the ‘taste’ of Drambuie actually is. 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' will target 25- to 44-year-old “professional ‘creative class’ consumers”, the company said.

In May, Drambuie announced a change of CEO, with Michael Kennedy, formerly regional director for Southern Europe, global travel retail and Latin America, taking over from Phil Parnell in the role. Parnell, who moved up to become chairman, passed away suddenly in June.