Independent creative communications agency Agent99 Public Relations will work with their client William Grant & Sons to relaunch one of its iconic brands, Drambuie.
The relaunch has kicked off with ‘A Night with the Nail’, a three-month activation mastermind by experiential agency Yakusan, lead agency for creative and production. To celebrate the relaunch, Agent99PR hosted a media and influencer evening at The Swinging Cat in Sydney CBD, which has been transformed in to a 1960s New York jazz club. Polaroids of the Rack Pack, gramophones and vintage instruments are a nod to the brand’s rich history and help tell the story of Drambuie’s most famous serve, The Rusty Nail. Every Thursday until December consumers can enjoy live jazz while sipping on a Rusty Nail or a range of new Drambuie cocktails.
“We’re excited about telling the authentic story behind Drambuie and its association with the ‘Rat Pack’ and jazz clubs of New York in the 60s,” said Andrew Shannon, brand manager for William Grant & Sons. “Agent99 understands our brands and how to create opportunities that both bring these stories to life and connect them with our target audiences.”
Agent99’s director Sharon Zeev Poole says, “Our aim is to recruit a new generation of fans to Drambuie, not just through this activation but by delivering a full service communications plan that will resonate with sophisticated consumers. The revival of whisky cocktails such as The Old Fashioned (thanks for the assistance Mad Men) gives us incredible content to work with, which is so exciting for our team.”
The brand relaunch will be delivered through a range of media, influencer outreach activities, content creation, and key partnerships.