Drambuie reviews international ad account

Drambuie, the Scottish malt whisky-based liqueur brand, has kicked off a review its international advertising agency arrangements.

Drambuie: reviewing ad account
Drambuie: reviewing ad account

The review process is under way and the brand is believed to have reached the stage of compiling a shortlist for a pitch.

Drambuie, whose key markets are the UK, the US and Canada, previously worked with SapientNitro on its advertising. The agency created a global TV and print campaign to promote its new packaging design last year.

The campaign marked the conclusion of a three-year strategy to expand the brand out of the after-dinner liqueur market and towards a younger audience.

The TV spots feature a Scottish man running through the Highlands in 1745. As the figure continues to run, the landscape around him changes to mark the progression of time, and he finally emerges in a modern city. The ad finishes with the endline: "A recipe unchanged since 1745. The spirit lives on."

The brand also partnered with the national tourism body VisitScotland in March this year in a marketing initiative aimed at driving up tourist visitor numbers.