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Drambuie Rebranding Proposal
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  • Hello I’m Kelly DeChiaro & I’m going to present the rebranding of Drambuie
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • , the creator of the Drambuie secret recipe in 1745.
  • The goal is to have the Drambuie bottle become immediately recognizable, appeal to our target demographics and jump out at consumers from both the liquor distributor displays as well as from the top shelf of nightclubs and bars.

Drambuie Rebranding Proposal Presentation Transcript

  • 1. REBRANDING To remain ‘the drink that satisfies’ with a focus on the future. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 2. 1909 1960 2000 2009 Kelly DeChiaro - Drambuie Brand 04/23/10
  • 3. Brand Brief
    • Iconic Scottish drink
    • High quality liqueur with a history
    • Was after-dinner drink of choice for discerning diners
    • Honey & herb-flavored golden scotch whisky liqueur
    • Great option for a mixed “long drink”
    • Does not appeal to ultra-masculine beer-drinkers
    Kelly DeChiaro - Drambuie Brand 04/23/10
  • 4. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 5. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 6. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 7.
    • Stand apart from the other spirits
    • Expresses masculinity with hard surface
    • Refers to the sword of Prince Charles
    • Logo enlarged, embossed & wrapped around surfaces
    • No excessive ornamentation
    Kelly DeChiaro - Drambuie Brand 04/23/10
  • 8.
    • Shaped to resemble the handle of a sword
    • Bottle metaphorically representing the blade
    • Allow Drambuie to convey history without overwhelming the consumer with nostalgic brand information.
    Kelly DeChiaro - Drambuie Brand 04/23/10
  • 9. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 10. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 11. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 12. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 13. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 14. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 15. Kelly DeChiaro - Drambuie Brand 04/23/10
  • 16. THANK YOU! Kelly DeChiaro - Drambuie Brand 04/23/10