Page 61 - Drambuie case study
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Parnell and his marketing director, Jonathan Brown, began
the process of rebuilding the Drambuie brand from their
much more modest HQ at Broxburn.
"This company is not going to do anything else until we
have fixed the mother brand,"
"If you have a healthy brand then launching range
extensions is probably a smart thing to do. If your core
brand is in trouble then don't waste all your money
trying to compete with Bailey's, the number one
priority of Diageo.” Parnell
He backed this vision with a £10m marketing campaign,
from a £23m turnover, with a soundtrack featuring bands
such as the Kaiser Chiefs and Snow Patrol.
Moreover, Parnell and Brown got distributors such as
Bacardi in the Americas and Suntory in Japan on board.
Together they were sharing their marketing plans and
implementing small teams to attract the 25- to 35-year-old
professionals who will replace the white-haired colonels.
