Aimed at 24-32 year old females, the campaign uses a combination of above-the line and below-the-line to raise awareness and drive sales of the drink.
Dooley's is running TV sponsorship on LIVING2 which drives people to the website, and the brand is running in-store promotions.
On the letthegoodtimespour.com microsite, virtual character Cheryl greets the visitors and shows them around her flat. Users can make Cheryl look through cocktails recipe content and get party planning tips.
The campaign was managed by brand communications agency Cubo, with the website created by Clusta.
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