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Cream liqueur launches glossy mag
Dooley’s is looking to tap into the lifestyle magazine market with the launch of Toffee Times, a consumer title aimed at 24 to 40 year-old women.
It is the biggest direct marketing drive the cream liqueur brand has ever undertaken, with one million households targeted on the first run.
The magazine will feature lifestyle tips and looks at current trends for women, as well as recession-beating food and cocktail recipes and competitions for theatre tickets and weekend breaks.
Karen Fowler, UK brand manager for Dooley’s at drinks distributor J Wray and Nephew, said: “We wanted to give our customers something that they would find informative and enjoyable, and we felt that a magazine with great content was the perfect way to do this.
“This is an exciting step for Dooley’s and could be the first issue of a permanent magazine.”
Rupert Millar, 14.04.10