Disaronno target the fashionable

First Drinks Brands has made its intentions clear for Disaronno this summer. The Amaretto liqueur’s UK distributor is targeting a range of marketing activity at young, fashion-conscious women. The activity, targeting both the on- and off-trade, follows on from last year’s campaign, as well as introducing a number of new ideas.

The brand’s Style Squad, which consists of a team of celebrity stylists, sees a return this year, offering consumers makeovers. This activity is intended to drive awareness of the brand in both on- and off-trade. Next month sees the introduction of an initiative specifically directed at the on-trade. The Disaronno Pitcher Perfect campaign will include branded kits for outlets, promoting the liqueur as a long summer drink.

Finally, Disaronno’s off-trade campaign for the summer is entitled Dive into Disaronno – a competition driven by a neck-collar promotion, with prizes including a holiday to Sardinia, as well as Alessi cocktail kits.

Mark Collins, brand manager of Disaronno at First Drinks Brands explained that “these style-led campaigns accentuate the brand’s long association with fashion”.

Clinton Cawood 18/06/08