The work, by WWAV Rapp Collins Scotland, begins later this month. It comprises two elements, one targeting a younger audience and the other the brand's traditional older market.
The first wave is designed to prompt younger, infrequent drinkers of Drambuie to try the drink over ice. A money-off voucher will be included to increase summer sales.
The second wave targets higher-volume consumers, encouraging them to share Drambuie with friends and try it as the base for a variety of on-ice summer drinks.
Drambuie is traditionally perceived as a winter drink -- its strongest sales period is over Christmas.
The latest initiative follows a successful trial last year, when Drambuie launched a tester direct mailshot containing a branded ice tray.
Earlier this year the brand, which is owned by independent firm the Drambuie Liqueur Company, revamped its global identity to create a more contemporary feel.
Last May, it launched a Drambuie Cream extension to appeal to a younger generation, and in the run-up to last Christmas, it advertised on national TV for the first time in ten years. The campaign, through Burkitt DDB, also attempted to attract younger consumers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
