Drambuie was becoming an obscure top shelf liqueur. Engaged to breathe new life into the brand, we repositioned it as a masculine mixer and theatricised its mysterious Scottish heritage to engage a younger audience. Enter ‘The Prince’, a bloodline relative of Bonnie Prince Charlie (for whom the elixir was originally created). A suave and sociable incarnate, Charles wiled his way around city bars, engaging the trade with new ways to mix Drambuie and buying rounds for new friends before inviting them to his parties and into the ‘Drambuie Clan’.
The Return of the Prince brand platform involved four professional actors over a six month period and a complete fabrication of Charles' identity online.
Part live theatre, part branded entertainment, part brand experience, the Return of the Prince platform involved four professional actors over a six month period and a complete fabrication of Charles' identity online including creation of blogs and a Facebook page with a photographic ‘history’ of his international playboy adventures. He was so convincing that the media interviewed him, celebrities invited him on holiday and even one of his mute Russian model girlfriends fell for his princely charms! (She didn’t know he was an actor from Chatswood).