/ Drambuie Pursuit

Objectives

As a brand with a strong heritage Drambuie are drawing on their history with their Hero Outdoor Challenge event to build themselves a future with a younger target audience.

Their strategy focuses on repositioning themselves as a mixer drink in the chic, urban environment and generating talkability and a buzz around the brand.

Solution

The urban party events provided a perfect opportunity to bring together the two faces of the brand and demonstrate that Drambuie's rugged outdoor heritage and the urban chic environment aren't mutually exclusive.

Where there is competitiveness, there is a will to win and a desire for success; attributes that Drambuie are working to associate with their brand. Introducing elements from the pursuit to the parties, through branded promotions like a purpose built driving game, provided an accessible link to the outdoor challenge.

Using the data captured from consumers at the parties, gave Drambuie opportunities to drive traffic back to the microsite and build up a community around promotions and photographs, blogs and video diaries from competitors.