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Venerable Drambuie Seeks Looking To Look Young Again

My mother had about six alcoholic drinks a year, and half of them were Drambuie. And that, right there, is Drambuie's problem. CEO Phil Parnell is trying to re-introduce the after-dinner drink to 28-to-35 year olds who associate it with their grandparents.

The AKQA agency's Tom Bedecarre has some free advice for Parnell. First, forget about the rich heritage of the brand (its Scotch whisky, herbs, spices and honey recipe dates back to 1745) and play up the tall new bottle design and "long drinks" -- cocktails served in tall glasses over ice.

Second, come up with a new "bar call" to rival the Rusty Nail, a cocktail in which Drambuie figured prominently when ad men wore gray suits and fedoras. And, hey, how about using Twitter to solicit ideas? Perhaps ones that play off "Rusty"? Finally, put some life into the Web site, do a little SEO and explore mobile marketing rather than sink money into TV ads.

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