Drambuie
By running and publicising an extremely successful competition and event, we repositioned this classic world-famous brand as the dream beverage for the younger market.
Executive Summary
Drambuie is a golden coloured, 40% ABV liqueur made from scotch whisky, honey, herbs and spices.
The brand had been owned by the MacKinnon family for a hundred years but was bought by William Grant & Sons in 2014.
A versatile spirit that appeals to a variety of taste buds, we were set out to promote the versatility.
The Challenge
Drambuie is a unique combination of aged Scotch whiskies, heather honey and a blend of herbs and spices. Our campaign involved developing a strong consumer engagement program that launched and promoted the competition The Premise – an opportunity for an Australian to win their dream bar – in doing so we positioned Drambuie as a beverage of choice for a younger target audience.
To drive interest and registration for the competition.
To drive ticket sales to the bar once established.
To highlight the versatility of the beverage for all age brackets.
Our Solution
Step #1
Launched the search and competition with key titles pertaining to target audience.
Step #2
Once the winner was selected, we PR’d the winner in their local and national media.
Step #3
Opened The Premise at unique location The Island where we had 200 media in attendance to showcase the winner
Results
The first of its kind, a floating bar on an island barge, Polkadot Communications had a lot of fun launching the Drambuie The Premise campaign.
Successful in securing coverage that drove a strong call to action to enter, promotion of the winners and promotion of the venue saw us exceed the client’s expectations.
Campaign Stats
- Month #1 – Clippings 20%
- Month #2 – Clippings 30%
- Month #3 – Clippings 60%
- Month #4 – Clippings 80%
- Month #5 – Clippings 90%
- Month #6 – Clippings 100%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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