The scotch whisky liqueur is to introduce a new bottle design and marketing campaign later this year aimed at repositioning the brand beyond “the after dinner liqueur occasion” to one “with relevance to today’s modern lifestyle”.
The new bottle is clear, taller and thinner with the aim of being easier to pour. It has an interlocking “DD” Drambuie icon behind the brand name.
Marketing activity will include the brand’s first television advertisement since 2003, which aims to communicate the brand’s heritage and unchanged recipe as well as introducing the “radical” new bottle design.
The offline campaign, which also includes cinema and press ads, will target older “retention customers” while digital activity will target younger drinkers. The campaign is being created by Nitro.
Phil Parnell, chief executive of the company, would not be drawn on sales targets, adding “it is a long-term journey that needs persistence and perseverance.”