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Drambuie 'Not for Bogans'

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Drambuie

Viral Brand Campaign

Overview

Building on the success of the ‘Return of the Prince’ campaign (where we created a ‘bloodline’ relative of bonnie Prince Charlie –Drambuie's creator- to engage a new generation of drinkers with ways to enjoy Drambuie), This next project, ‘Made for a Prince, not a Bogan’ was designed to take the same ‘masculine mixer’ message to a wider audience using a provocative viral strategy. Launched as a viral film masquerading as a 'leaked' Drambuie market research video, it showed real Aussie blokes (Bogans) sampling the Drambuie ‘Libertine’ and panning it. Clearly not our target audience.

The viral film was a sensation, becoming the No.1 story on Australia’s biggest news portal.
Strategy

Drambuie had become an obscure top shelf liqueur. Volume was sliding. And despite a resurgence in 'noble’ spirits like whiskey with young men about town, Drambuie lacked relevance and cred. Our strategy was simple: Create new ways to mix and enjoy Drambuie and re-present them to the trade (Barmen) and consumers to build brand trial, culture and community. Drambuie was originally created for Bonnie Prince Charlie, known in Britain during his lifetime as The Young Pretender. By giving the product a princely heritage and provocatively charming personality, and inviting consumers into our Drambuie Clan (club), we had the makings of a new community of users who could spread the story and buy a round for friends.

Drambuie was originally created for Bonnie Prince Charlie, known in Britain during his lifetime as The Young Pretender.
Viral content

"It's a bloody salad!?". The campaign launched with a viral film positioned as a 'leaked' market research video. It features a researcher visiting a bar in outer Sydney inviting patrons to try a Drambuie 'Libertine' and provide 'feedback'. The viral film was an overnight sensation with online news and social media, becoming the No.1 story on Australia’s biggest news portal and driving thousands of people to the microsite and 'Drambuie Clan' registration.

An example of positioning via parody, the project remains to this day an enigma.
Advertising

Supported with print ads in men’s magazines, a microsite and on-premise promotion, the combined campaign allowed us to connect and recruit members to our Clan, culminating in a members-only event, The Drambuie Penthouse Party where people were entertained and engaged with new ways to mix the mysterious elixir (Security screened out Bogans).

Digital

The campaign microsite played the role of campaign hub and Drambuie Clan member site. It featured the viral film and other Bogan based entertainment, heritage on Drambuie, instructions and inspiration on creating Drambuie drinks, Clan membership information and joining functionality, and a member login facility to access the latest on Clan parties and experiences.

The campaign microsite played the role of campaign hub and Clan member site.

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