First Drinks director of marketing Fiona Chinn said PR activity would promote the versatility of Disaronno, an Amaretto liqueur, to ‘break out’ from its reputation as an after-dinner drink.
The consumer PR campaign, Disaronno’s first in more than four years, will
attempt to build associations with fashion and shopping, including a sponsorship of London Fashion Week, to engage with 18 to 30-year-old women.
Maxxium UK comms manager Susy Atkinson confirmed it would stage a pitch to find an agency for Bols.
The move comes a month after Henry’s House agreed not to repitch for the
Maxxium-distributed Absolut vodka account, which it held for five years. It was awarded to Paget Baker.