A glamorous drag queen in the style of Priscilla, Queen of the
Desert, will emerge next week as the face of Archers Schnapps in a
£1.6m campaign introducing cranberry- and lime-flavour variants.
Owner Diageo GB is putting £20m behind the brand this year, and
£14m of that will be devoted to TV. The forthcoming campaign by
Saatchi & Saatchi marks a change of creative strategy but retains the
'Come Out to Play' strapline. The aim is to inject an element of glamour
into the brand with the appearance of the drag queen, who will become
the focal point for all Archers marketing, including posters, press,
radio and PR activity. In the first TV execution, a group of women are
at a music festival looking bored when the heroine appears and saves the
day by inviting them to join her in her lavishly decorated caravan. The
ads break on September 1 with media by Carat.