The “A taste of the Extraordinary” campaign, created by Sell!Sell!, will launch today (28 November) in London ahead of a global roll out next year.
Outdoor ads will run in the London Underground and on more than 300 taxis in the capital.
The drink brand says the campaign is a “major departure” and is inspired by surrealist artists Dali to Escher.
Drambuie aims to appeal to 25 to 44 year old professional “creative class consumers” and encourage them to re-evaluate their perception of the brand. It hopes the surreal ad creative will build a sense of intrigue around the brand and tempt consumers to try it.
It also wants to educate consumers on the taste of Drambuie, which is a blended Scotch whisky with spices, heather honey and herbs.
A social media and PR campaign, led by Freshwater, and an experiential campaign that will include “an extraordinary range of consumer experiential activities”, developed by Events22, will support the advertising.
Vicki Wonders, Drambuie Liqueur senior brand manager says: “This campaign offers an engaging platform from which we will present Drambuie to potential consumers, as well as our on and off trade partners, as we encourage them to reconsider the brand and its place in their repertoire.”