Multiply to grow Bols with in-bar campaign
Multiply has designed an in-bar marketing campaign for Bols Triple Sec which is appearing in 400 UK bars.
Tapping in to the growing trend for classic cocktails, the Edinburgh-based agency was tasked by Maxxium with boosting the profile of the original orange liqueur and raising its trade and consumer awareness.
The campaign features four cocktails – White Lady, Long Cosmopolitan, Margarita and Sidecar.
Participating bars are being supplied with Bols Long Classic bar kits and supporting promotional material, while bar staff are supplied with training guides on how to serve each cocktail featuring the crystal clear liqueur.
Maxxium Brand Manager, Nikki Cumming, said: “The campaign is pushing the message to the licensed trade that Bols Triple Sec has a versatility that lends itself to really easy-to-make classic cocktails. Consumers also benefit because the four Bols Long Classics we have based the campaign on tend to be a little easier on the pocket than traditional cocktails.
“We are reminding people that Bols Triple Sec was the original orange flavoured liqueur. At least half of all classic and modern drinks are made with Triple Sec or a variant of it and we should be making more of that heritage.”