For people over 30

Dr. Drambuie entered the hotel calmly. He had time for everything, except being in a hurry. "I'd like a room and a liqueur, please". "Right away," replied the new concierge incautiously. "Not just yet," he said. "You want a good liqueur slowly, my dear sir".   

"If you think you're getting old at 25, maybe you're too young"

Drambuie, a liqueur for the over-30s

An integrated campaign designed to attract a younger target (+30) than the typical Drambuie consumers (+50). The campaign was a social and commercial success, with double-digit sales growth in the year it was launched.