Targeting 30- to 40-year-olds, the ads focus on the social aspect of liqueur drinking as an all-evening tipple and aims to challenge pre-conceptions that Drambuie is only an after-dinner drink.
More contemporary imagery aims to make the brand warmer and more approachable to dispel some of the traditional air that consumers associate with the brand.
The two ads are designed to convey warmth and imply a shared experience of one of those enjoyable nights that everyone wants to go on and on.
The first features a man laughing and the line: "There's a time and a place for polite conversation. It was about two hours ago." The second shows a woman accompanied by the line: "Head says go. Heart says stay. Heart wins."
Both executions run with Drambuie's campaign line: "Put tomorrow on ice."
"The 48-sheet poster creative is completely different to anything we have done before," Patrick Venning, the marketing director at Drambuie, said.
The campaign breaks on 10 November on cross-track posters on the London Underground.
The ads were written and art directed by the head of art, Steve Chetham. Media planning and buying was handled in-house.
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