Soul targets upmarket women with Drambuie
By CAMILLA PALMER, campaignlive.co.uk, Friday, 04 October 2002 12:00AM
Soul has juxtaposed alluring images of women with harsh objects such as barbed wire and scorpions in its first print campaign for the recently launched liqueur Drambuie Cream.
The campaign comes as the drink's manufacturer, Drambuie Liqueur Company, attempts to seize control of the cream liqueur market from UDV's brand leader Baileys in time for Christmas.
The four executions will run in upmarket women's monthlies and style supplements, and on cross-track posters on London Underground as well as in Newcastle, Edinburgh and Glasgow. The drive is targeted at sophisticated professional women and positions Drambuie Cream as a cooler alternative to Baileys and the Tia Maria spin-off Tia Lusso.
Shot in beige tones to emphasise the product's colour, one of the images shows a women's neck festooned with necklaces, one of which is made of barbed wire. Another shows a suspender-clad torso, with a snake doubling up as a fastener. The third features ribbon-fastened shoes with a thorny rose-stem going up a leg, and the final execution shows a woman's back and hair, with one tress morphing into a scorpion.
The campaign was written and art directed by Oliver Pugh and Ben Steiner, and shot by the fashion photographer Morten Laursen.
Media is by Walker Media. The group account director, Josh Howdle-Fuller, said: "To take on a brand leader with less budget requires a carefully targeted use of media."
The Soul creative director, Bruce Crouch, added: "The product is made differently from Baileys and has more of a bite to it. This gives us a great point of differentiation upon which to build."
This article was first published on campaignlive.co.uk
- IA/UX Architect PFJ £300 - £350 per day, London
- Senior UX Designer Red Sofa London £60000 - £75000 per annum, London
- Creative Artworker Blue Skies Marketing Recruitment £22000 - £25000 per annum, Benefits: Plus benefits, Greater Manchester
- SEO specialist (part time from home) Stopgap £100 - £150 per day, England
- Marketing Manager (Retargeting Technology) Salt £45000 - £50000 per annum, London
- Anti-slavery charity creates '12 Years a Slave' tactical ad after Oscar win
- Cobra introduces bra-making brewer 'The Boss'
- Majority of 15m Twitter users in the UK follow a newspaper
- Hooch appoints More and MJ Media for Keith Lemon campaign
- Birds Eye kicks off £60m pan-Euro campaign
- Will content kill traditional ad models?