Cream liqueur brand Amarula is hoping to steal share from market leader Baileys with a £500,000 advertising campaign in the run-up to Christmas.
Distributor First Drinks Brands is launching a press campaign, featuring an image of an escalator leading to an African landscape, to highlight the exotic heritage of the marula fruit and cream blend.
Christmas is a key trading time for cream liqueurs, with festive purchases making up 40% of the total volume of Amarula.
First Drinks Brands claimed it was in a good position to challenge Baileys, with volume sales of Amarula growing four times faster than the Diageo brand in the off-trade [ACNielsen, MAT week ending 10 July 2004].
The brand will also be supported by a sampling programme and neck collar promotion offering prizes of a £1,000 shopping spree and health spa breaks.