Drambuie is a honey and herb flavored golden Scotch whisky liqueur made from aged malt whisky and a secret blend of herbs and spices. The firm wanted to educate the trade and affluent drinkers about a new way to serve it, with soda and lime. In fact, despite being aware of the brand many people did not know what it is and how to drink it properly. Drambui was the personal elixir of Scottish prince Charles Stuart in 1745. Advertisers decided to bring Charles Stuart back, a direct descendant of the original Scottish prince, encircled with the paraphernalia of a very wealthy playboy.
Following the strategy, Charles visited bars as a Scottish male on holiday. In the bar, he showcased barmen how to mix a Drambuie & Soda. In addition to it, Charles also visited bars in Sydney and Melbourne and hosted parties in both cities for over 500 people. These parties and Charles were extensively covered by the traditional media and the brand received considerable media attention. The campaign was designed by The One Centre, Sydney, Australia.
Via Ads of the World
