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How Disaronno Is Targeting Influencers With Events

With a summer camp weekend in the Hamptons and other targeted concepts planned, the liqueur brand is finding experiential ways to reach new customers.

By Jim Shi October 14, 2014, 7:30 AM EDT

Photo: Steven Henry/Getty Images for Disaronno

There’s no shortage of alcohol at the myriad of Hamptons fêtes that take place between Memorial and Labor Day weekends. But in an effort to distinguish itself from the ubiquitous spirits whose tie-in to an event delves no further than a superficial invitation mention and host thank-you, Disaronno, over the weekend of July 25, hosted a multifaceted beach-centric “summer camp” experience for guests that brought together the worlds of music, culinary, nightlife, and, of course, cocktails.

“We chose the Hamptons due to its iconic appeal,” said Brett Dunne, executive vice president for Disaronno International. “We were able to attract a new group of consumers for the brand and build awareness in the ever-popular Hamptons.”

Taking over the Capri Hotel in Southampton, Disaronno hosted select bloggers and personalities on the property, providing them with transportation from Manhattan as well as room and board. In addition to a full schedule of live DJ performances from the likes of Lawrence Lee, May Kwok, Moon Boots, and DKDS, there was a host of other planned “distractions”: Jeremy Penn doing live art poolside; morning yoga and Michelin-star chef Joe Isidori from SoHo hot spot Chalk Point Kitchen grilling.

Being an event hosted by an Italian-made liqueur, there were also mixology classes led by Disaronno brand ambassador Heather Kelderman.

“The activation was a great way to have consumers connect with Disaronno in a fun, energized environment both from a marketing perspective and via social media,” said Dunne. “We wanted guests to feel immersed in the brand and understand that while Disaronno is known for its heritage, the product is also a versatile liqueur.”

Coincidentally, earlier this summer, fellow liqueur Cointreau also initiated its own series of influencer events in an effort to capture a more youthful demographic.

Having recently launched the new ad campaign, Be Originale, Dunne’s in-house staff worked with the team at Nike Communications, Disaronno’s U.S. agency of record, to weave the brand’s originality throughout the weekend. A Disaronno Sour Cart, for example, made its way around the pool each day as guests relaxed while bartenders from Handy Liquor Bar created cocktails on site. Artist Penn’s paintings also included a crystalized Disaronno bottle. Capping off the weekend was a special performance by the rapper Nelly at nearby 1OAK nightclub.

With so many moving parts, planning for the Hamptons weekend began in late 2013, before the new sales and marketing teams had even begun operations in the U.S. “It is no easy feat to reserve an entire property in the Hamptons during the height of the season, but with careful planning and a clear strategy from the onset, we were able to execute an incredibly successful event,” Dunne said. “The investment in the weekend was significant but well worth it because we were able to accomplish our objective.”

Continuing the momentum generated by the Disaronno Summer Camp, the brand also hosted the Disaronno Terrace, a more urban and global concept, in August and September. Featuring DJs Alexandra Richards, Elle Dee, Mia Moretti, Paul Sevigny, and Alice Q, the events saw more than 500 attendees at Jimmy at the James. Disaronno is planning to host influencer events in Los Angeles on October 23 and November 20 and then in Miami during both Art Basel and New Year’s Eve.

Correction: The story has been updated to clarify Nike Communications' role in the Be Originale campaign.

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