Page 65 - Drambuie case study
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The UK campaign was targeted at ten bars in each of six
cities including Edinburgh and Glasgow whilst London had a
whole campaign to itself. It was a tactic that was repeated in
the US and then rolled out across the globe.
Parnell said:
“Research shows that one taste is never enough. To be
turned to us, a customer needs at least three. So, over
three weekends in autumn, on Thursday, Friday and
Saturday nights, Drambuie teams are going to be
hitting the selected venues ... then they are going to do
it all over again next spring.”
In the US Drambuie took a slightly different approach
setting up the Drambuie Club in New York and Chicago. In
the past when these things had been done before, people
came in to try the drink then switch to something else.
“But in New York they stayed with Drambuie until it
closed just after 10pm and we nearly ran out. Some of
these guys were saying they’d found their new drink.”
As part of a £1.2m global promotional campaign, some
3,000 young Americans were invited to sample the new
combination. This was accompanied by adverts in the
printed media with the theme:
