Liqueur brand plots lifestyle magazine to target women

Dooley’s Original Toffee & Vodka cream liqueur is launching a consumer lifestyle magazine as part of a direct marketing initiative to target 24- to 40-year-old women.

Dooleys
Dooley’s: Magazine includes offers

The Toffee Times was distributed to 1 million UK households on 12 April and was the brand’s biggest direct marketing activity.

Dooley’s UK brand manager Karen Fowler says the customer magazine is the first in a number of marketing initiatives in 2010 for Dooley’s as the brand looks to continue its steady sales growth. It could become a regular publication.

The magazine will combine lifestyle tips including Dooley’s recipe and cocktail ideas, features on current trends for women and reader competitions.

The magazine will include an interview with celebrity interior designers Colin McAllister and Justin Ryan, who starred in ITV reality TV show “I’m a Celebrity, Get Me Out of Here!”, and a column from chick-lit author Chrissie Manby.

The Toffee Times is also giving away 50 sets of six Dooley’s tipper glasses, copies of the film Nine starring Daniel Day-Lewis, Penéope Cruz and Nicole Kidman and a weekend theatre break in London.

Inside the magazine, readers will also find a money-off coupon to save £1.50 on their next purchase of Dooley’s.

Dooley’s was developed by German distillery Behn Originals to create choice in the cream liqueurs market, which is dominated by Diageo’s Baileys brand. Dooley’s claims to be 50% lower in fat than other cream liqueurs.

Last year, the brand launched a digital platform with a virtual character named Cheryl to engage female consumers.

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