Liqueur brand takes to road

First Drinks Brands has kicked off an eight-week brand experience for its Amarula liqueur. The RPM-designed campaign is aimed at 30 to 55-year-olds.

First Drinks Brands has kicked off an eight-week brand experience for its Amarula liqueur. The RPM-designed campaign is aimed at 30 to 55-year-olds. Four teams will tour Asda, Sainsbury, Tesco and Safeway stores for two days at a time, concluding on Christmas Eve. The experience is also to appear at the BBC Good Food Show this month and the Ideal Home Show in March 2002. First Drinks Brands brand manager Claire Knott said: “We are confident we will see sales rise as a result of this brand experience.” “Integrating new experiences into people’s lifestyles is a powerful way of creating the right perceptions and boosting sales,” added RPM account director Caroline Jones.

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