UK: Disaronno gets £5m marketing boost

01 June, 2009

UK: Italian liqueur Disaronno is set to receive a marketing push as part of a £5 million investment scheme.

Distributor First Drinks said the summer marketing campaign will take its lead from “this summer’s must-have fashion accessory, the parasol”. The ‘Disaronno Parasol Boutique’ will involve a tie-up with fashion designers Antoni & Alison to create a limited edition Disaronno parasol. The campaign will start at the beginning of July and will be fronted by TV personality Jenni Falconer. First Drinks hopes the campaign will reach 24 million target consumers over the summer.

Disaronno will also be stamping its authority on the on-trade over the coming months with its Taste of Italy promotion.  Ten holidays to Milan with £1,000 spending money will be up for grabs for drinkers alongside Milan Continental Chocolate Collections from Thorntons. Consumers ordering two Disaronno drinks in outlet will receive two Thorntons chocolates and will enter a prize draw to win a holiday to Milan. There will also be sampling events in Edinburgh, Glasgow, Birmingham and Manchester during July.

 Mark Collins, senior brand manager for Disaronno at First Drinks said: “We are aware of the difficult trading conditions being experienced by the industry at the moment, but we have built up strong relationships with consumers and are fully predicting Disaronno’s excellent growth figures will continue.  We are also keen to support the trade during this uncertain time, with a programme guaranteed to drive profits and sales.”

 The website is due to launch in mid-June and will lend support to Disaronno’s latest marketing drive. The online content will encompass fashion tips, showcase serves created by celebrity mixologist Ben Reed, and will allow consumers to purchase a Disaronno Parasol.