Seasonal favourites Italian liqueur Disaronno and Amarula cream liqueur will each benefit from £1.1m rounds of marketing. Aimed at female consumers, press ads for both brands will appear in women’s magazines.
Amarula’s pre-Christmas push will be the brand’s first major advertising push for three years and will focus on its South African heritage. First Drinks Brands said the campaign would raise awareness of its “unique proposition” because, unlike its competitors, it combined marula fruit and cream in its recipe.
A consumer sampling campaign and in-store activity will support the advertising.
Meanwhile, Disaronno will use new executions building on the theme of last year’s ‘Share the Square’ campaign. The ads will appear in the press as well as on outdoor poster sites on the London Underground.
Advertising for both brands will start from next month.