Licor 43 has unveiled a new ad campaign to promote its position as the liqueur of choice – particularly for millennial foodies – looking for provenance, heritage and natural ingredients.
With the strapline ‘Tastes Better Together’, the campaign has been created to communicate and emphasize the 70-year-old secret family recipe of 43 natural ingredients that are expertly blended to create Licor 43. The ads will also feature recent range extensions Licor 43 Baristo and Licor 43 Orochata, both fusions of the essence of Licor 43 Original with coffee from the Canary Islands and tiger nut milk from Valencia respectively.
Zamora Company, the family-owned drinks business which has been producing Licor 43 since 1946, has invested €6 million behind the campaign to bolster the brand’s position as the fastest growing premium liqueur in the world. The new campaign is now rolling out in ATL and BTL print and digital media across its key markets including Spain and Mexico, and Germany and the Netherlands where TV advertising is planned.
“Millennial foodies account for 2.3 billion people worldwide and will be 75% of the global workforce in 2025,” says Julian Fernandez, Global Marketing Director of Spirits at Zamora Company. “These Consumers are interested in the provenance behind and ingredients in a brand, so it’s important we position ourselves as the product we are: an on-trend liqueur with a long, strong heritage that has always, and will always, be a fusion of natural ingredients.”
The new campaign will also see the circle from the Licor 43 logo become the key signifier for the brand and hero graphic for the ads, running through all visual communications and social media, and featuring in photography and brand installations. “The Licor 43 circle has long been an integral part of our branding and now we’re making it the symbol of how Licor 43 tastes better together with the best ingredients, and the best company.”
