Disaronno's aroma campaign goes down the Tubes

Italian liqueur Disaronno has been forced to shelve an aroma campaign on the London Underground due to fears of a terrorist gas attack.

The brand had intended to waft almond-like smells through a number of major London Underground stations as part of an advertising campaign.

However, following the launch of the Home Office Terrorist Awareness campaign last month and in light of the fact that cyanide has a bitter almond smell, the Disaronno marketing team decided it was best to scrap the "escalator experience".

Despite this setback, distributor First Drinks Brands has still gone ahead with a £1.5m pre-Christmas advertising campaign aimed at its core target audience of 25 to 34-year-old women.

Poster advertisements based on the theme "Share the Square" will adorn numerous Tube stations while a sampling team will be handing out free miniatures at Waterloo, Paddington and King's Cross stations.

Brand manager Jon Evans said: "This impactful campaign makes Disaronno the third highest spending liqueur brand this Christmas.

"Our significant investment of £1.5m clearly demonstrates our commitment to the long-term growth for the brand. Through this activity we aim to reach as many target consumers as possible and drive sales of Disaronno in both the on and off trade sectors at this key time of year for the liqueurs category."

In the on-trade, postcards carrying serving suggestions have been distributed in an effort to promote Disaronno as a drink to be consumed either straight, on the rocks, in coffee or as a key ingredient in a cocktail or over a dessert.