Page 88 - Drambuie case study
P. 88
“We have a fundamental belief that companies that can
afford to increase their investment during a recession
will come out of it stronger. The brands that have to cut
back on their expenditure because the cash is not there
will take time to recover. We believe it is right,
philosophically, to increase that investment during a
recession. At the same time, the money is buying better
value, because advertising rates are back down to 1991
levels. So you are really getting a good bang for your
buck.” Phil Parnell
This advertising and promotional spend was to be focused
on the US, the UK and Greek markets which comprise about
60% of Drambuie’s business. However, a handful of other
markets would be seeded for long term growth such as
Brazil, Chile, Spain, Germany, South Africa and Russia.
