Coverage was achieved using key calendar moments as our hooks, including Father’s Day, autumn and Christmas, where we positioned Drambuie as a key part of those celebrations and ideal gifts, particularly within autumn and winter months due to its warming and festive flavours and the natural draw to whisky at that time of year.
We also capitalised on supermarkets’ discounts on the product, using offers to gain coverage in titles that wanted to save their readers money.
We executed a generous sampling campaign, distributing the updated bottles to key drinks journalists to keep the liqueur front-of-mind and remind them of the flavours, given it had been some time since Drambuie’s last PR campaign.
