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Soul targets upmarket women with Drambuie.(Drambuie Cream ad campaign)(Brief Article)
Soul has juxtaposed alluring images of women with harsh objects such as barbed wire and scorpions in its first print campaign for the recently launched liqueur Drambuie Cream.
The campaign comes as the drink's manufacturer, Drambuie Liqueur Company, attempts to seize control of the cream liqueur market from UDV's brand leader Baileys in time for Christmas.
The four executions will run in upmarket women's monthlies and style supplements, and on cross-track posters on London Underground as well as in Newcastle, Edinburgh and Glasgow. The drive is targeted at sophisticated professional women and positions Drambuie Cream as a cooler alternative to Baileys and the Tia Maria spin-off Tia Lusso.
Shot in beige tones to emphasise the product's colour, one of the images shows a women's neck festooned with necklaces, one of which is made of barbed wire. Another shows a ...
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...trade by Wine Rack and Bottoms Up. It can also be bought online through lastorders.com and it has its own web site. Drambuie Cream is made from 15-17 year old malt whiskies, dairy cream and heather honey. A 70cl bottle is expected to retail at 14...
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- Why super Nova went supernova and vanished: Ruth Mortimer asks why an acclaimed...
- Newspaper article from: Brand Strategy Mortimer, Ruth November 1, 2002 700+ words
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- Soul triumphs in Drambuie pitch.
- Magazine article from: Marketing Week Croft, Martin June 13, 2002 700+ words
Soul has won the advertising for Drambuie Cream Liqueur, beating cdp-travissully...the product's key sales period. Drambuie Cream is the cream variant of the original...moved distribution of Drambuie and Drambuie Cream from Guinness UDV to Bacardi-Martini...
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- Newspaper article from: Daily Post (Liverpool, England) January 6, 2003 700+ words
...social mores are still shifting rapidly. The liqueur brand Drambuie Cream has researched the changing tastes of British women and...like Drambuie?). Miranda Rennie , marketing manager for Drambuie Cream, says: ``Whether it is in their choice of drink or men...
- Campaign trail. (Brandwatch).(advertising and marketing contracts)(Brief...
- Magazine article from: Grocer October 26, 2002 700+ words
...satellite channels. DRAMBUIE manufacturer Drambuie brand Drambuie Cream agency Soul Advertising budget undisclosed Four risque...executions make up an outdoor and press campaign for new Drambuie Cream liqueur. Carrying the strapline `Smooth to a point...
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- Magazine article from: Grocer October 19, 2002 700+ words
Drambuie Cream has been launched with an outdoor and press campaign. The new entrant...thigh turning into the head of a viper. Each ad shows glasses of Drambuie Cream served over ice and ends with the strapline `Smooth to a Point...