Categorized | Announcements, News, Spirits

Dooley’s Gets Marketing Push


Dooley’s Original toffee & vodka has launched a consumer lifestyle magazine to help promote the drink.

‘Toffee Times’ is the biggest ever direct marketing initiative for the cream liqueur brand and the first issue has been distributed to one million households, targeting 24-40 year old women.
The magazine combines lifestyle tips with features on current trends including celebrity interviews, a reader competition and Dooley’s inspired dessert recipes.

Inside the magazine readers will also find a voucher worth £1.50 off their next bottle of Dooley’s.

Karen Fowler, UK brand manager for Dooley’s at drinks distributor J Wray and Nephew, said: “We wanted to give our customers something that they would find informative and enjoyable, and we felt that a magazine with great content was the perfect way to do this. This is an exciting step for Dooley’s and could be the first issue of a permanent magazine.”

This is the first in a number of marketing initiatives in 2010 and when asked about the level of investment, Dooley’s said: “This is one part of a long-term integrated campaign, which amounts to a six figure investment during 2010.”

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Monday, January 22, 4:23 am

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