Drambuie had fallen into the trap of being branded ‘old fashioned’. The brand needed to modernise themselves and connect with a slightly younger audience. Their objective? Get 55-year-old sociable hosts to choose Drambuie as their drink of choice for the 5th course, the coffee serve.
We knew showing up wasn’t enough, we needed to inspire this demographic. So we created a new look and feel to the brand, starting with the tagline: ‘The taste of togetherness’. We set up a one-day shoot to create a range of visual collateral to use across social medias, an on-pack collar, digital advertisements and the website.
We could then transform their Instagram and Facebook pages to create a more collected and consistent approach. With a deeper emphasis on togetherness, we focused on beautiful-looking food pairings, cocktail recipes and the dinner party setting with family and friends enjoying drinks and laughter.
Why James Martin? Well, James Martin’s Saturday Kitchen TV show massively over indexes by 148% with 45-year-olds, therefore it’s a great source of inspiration for the audience.
James appeared across TV, radio, PR and social communications with Drambuie advertisements showing during the ad breaks of Saturday Kitchen. He also created cocktail serves and video assets for the brand.
We then ran competitions via Drambuie’s social channels in conjunction with him, giving followers the chance to win signed copies of James’ book and tickets to his show.