Soul targets upmarket women with Drambuie

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."

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