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Drambuie returns to TV after a decade away

LONDON - Drambuie will tell consumers to stay home and 'put tomorrow on ice' in a return to television advertising in the run-up to Christmas.

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It is the first time the brand has been advertised on national television for 10 years.

The television ads, created by Burkitt DDB, show friends at a house party with a taxi outside waiting to take them home. Some of the guests decide that it is time to leave, but as their ears hear the irresistible sound of the liqueur being poured over ice cubes, they decide to stay on longer, drink Drambuie and "put tomorrow on ice".

The campaign breaks on November 4 and runs throughout November and December, with media planning by Carat. The art director was Richard Donovan and the copywriter was Jon Leaney, both from Burkitt DDB. Graham Rose directed, from the production house Rose Hackney Barber.

The campaign is in response to research that shows two-thirds of Drambuie consumed in Europe is drunk in the home and that the target market of thirtysomethings is increasingly socialising at home.

Patrick Venning, marketing director of Drambuie, said: "Overall consumption of liqueurs in the UK has risen over the last three years, and this trend provides a strong base on which to promote Drambuie and recruit new consumers to the brand.

"The new ad campaign gives a fresh and contemporary interpretation of great evenings spent with friends."

The campaign will be backed by marketing activity including sponsorship of the World Ice Golf Championship and Drambuie On Ice events in ski resorts across the world.

Drambuie has already launched a print and poster ad campaign for its Drambuie Cream variant in the run-up to Christmas.

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