Public relations will spearhead the launch of the Drambuie Liqueur
Company’s newest product, Drambuie Cream.
The company has appointed Kazoo Communications to handle the launch of
the new drink, a blend of the famous liqueur and fresh dairy cream,
which will be targeted at young, stylish consumers.
There will be no advertising for the brand, with the PR campaign
targeting bars and clubs, as well as strategic sampling and event
activity. The aim is to position the product apart from its parent
brand, as ’contemporary and exclusive’.
Specifically, associate director Nick Mulholland said they hoped to
reach the ’Wallpaper market’, referring to the hip lifestyle
The UK launch begins in London, and will then roll out in key bars in
other cities. It will also be available to buy on the Chilledfusion.com
web site. Account director Kathryn Pringle heads the account for Kazoo,
reporting to Salim Ahmed, head of new product development at Drambuie.