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McKinney & Silver slips a taste of Disaronno Originale Amaretto into selected cable TV markets this month.
Bacardi USA, which has distributed the Italian liqueur for three years, shifted its ad focus from print to TV for Disaronno in an attempt to grab a larger piece of the declining U.S. liquor market.
The key for the $1.1 million campaign is media planning and sophisticated creative that shies away from the irony prevalent in beer advertising. Instead, the work focuses on the sensuality associated with the centuries’ old liqueur.
In the Raleigh, N.C.,
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