BRAND SPOTLIGHT K
Drambuie has introduced a new marketing and creative direction, "A Taste of the Extraordinary,
" to pro-
mote the Scottish liqueur. Designed to move the brand beyond its heritage to become part of the repertoire of modern drinkers, the program's mission is to place emphasis on the liquid itself, while educating people about the differ- ent ways it can be enjoyed. The creative features a moonlit, monochrome land- scape with the Drambuie bottle and amber liquid emphasized in sharp relief. The artistic influences range from Dali to Escher, and help to inform a surreal landscape.
Kahlúa "Shares the Warmth"
ahlúa's "Share the Warmth" campaign is already underway for the holidays, with its goal of donating up to $100,000 this season to the One Warm Coat foundation, a charitable organization that helps support coat drives across the U.S. People who visit www.facebook.com/kahlua and click the "Share the Warmth" button will trigger a $1 donation from Kahlúa to One Warm Coat. Other ways to trigger a donation include click- ing a button on the Kahlúa Facebook page to "toast friends" and invite them to participate in the "Share the Warmth" initiative, as well as scanning a QR code on point-of-sale materials at retailers where Kahlúa is sold, which will also drive to Facebook. At the same time, Kahlúa is releasing its newest limited-edition holiday-centered product, Kahlúa Gingerbread ($17.99 suggested retail), which joins the brand's other limited-edition holiday offering, Kahlua Peppermint Mocha.
StateWays s www.stateways.com s November/December 2012
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Drambuie's New Effort
