DRAMBUIE TO BE RE-POSITIONED
Production Company SapientNitro has produced a global TV and print advertising campaign for the Drambuie Liqueur Company that heralds the launch of its contemporary new bottle. The design change is at the heart of Drambuie’s three-year rejuvenation strategy to move beyond the conventional after-dinner liqueur market and to appeal to a new, younger audience, without alienating the existing, older consumer.
We are told the theme of Drambuie’s international marketing activity over this period has been the ‘Drambuie Pursuit’, an adrenalin-charged race across the Highlands of Scotland which goes right back to the roots of the brand and is inspired by Bonnie Prince Charlie’s flight from Culloden in 1746.
The company says it’s this unwavering spirit at the heart of Drambuie that the TV ad seeks to dramatise, taking advantage of the established ‘The Spirit Lives On’ brand positioning. Like the bottle design itself, the advertising had to successfully marry heritage with the modern day and reassure customers that the recipe had remained constant, despite the external appearance change.
Miranda Rennie, Marketing Director at Drambuie, said: “We are delighted at how consumers across the world have responded to these modern Drambuie serves and marketing activities. The final piece of the jigsaw for us was the packaging which had scarcely changed over the past century. Whilst thebottle is something of an icon, it was so heavily associated with after-dinner liqueurs that we took a radical approach to the design.
“No longer hiding the beautiful nectar-coloured liquid behind dark brown glass, the new bottle is clear, taller and thinner, creating a contemporary look. The aim of the marketing campaign is to leverage the bottle re-launch to reinforce our brand values across key territories and position the product as a credible mixable spirit, helping to reach a younger audience whilst reassuring existing consumers that the bottle change doesn’t mean the product has changed. We’ve been working with SapientNitro throughout and are delighted with the final communication,”
The TV advert is a key global communication further supported by a new website (www.drambuie.com ) and print campaign, also produced by SapientNitro. The website traffic has already tripled in both number and length of visit. The campaign is being rolled out across a number of markets including the US, UK, Canada, Greece and Australia.
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