Cinema Disaronno

The Amaretto liqueur, Disaronno, is encouraging consumers to Pass the Pleasure Around in its new  seven-week, £1m campaign.

The Amaretto liqueur, Disaronno, is encouraging consumers to Pass the Pleasure Around in its new  seven-week, £1m campaign.

Concentrating on cinemas around the UK, the brand will be sampled in auditoriums, which is a first for a spirit brand, claims parent company, First Drinks. There will also be poster advertising and cinema ads, expected to reach some 13.5m people.

“We are committed to driving growth further during the run-up to Christmas,” says brand manager, Andy Corris. “A heavyweight cinema advertising campaign is a key tool for delivering this. As an advertising medium, the cinema is perfectly placed for Disaronno. Both are dynamic, premium and growing at an incredible rate. Cinema advertising is growing more quickly than any other advertising channel and it is becoming ever more popular with our target audience – young women,” adds Corris.