Client: Maxxium
Creatives: Grahame Smith and Steve Dodds
Brief: To give Galliano Sambuca a new edgy attitude and make it the shot of choice.

This campaign acknowledges that in every group there is a drink instigator, the incendiary who buys a round of Galliano Sambuca to get the party started. The bad guy everyone loves.

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2 x 30 sec TVCs aired, showing the meeting of a badness support group – the Society for Madmen, Badguys, Ubervillains, Crooks and Anti-heroes (or SAMBUCA for short) – and encouraged ‘bad guys’ to visit the SAMBUCA website. The website offers non-judgemental tips and advice on being bad and visitors can join S.A.M.B.U.C.A to receive regular updates on how to become even worse. Ralph Sponsorship (TV segments and press) supported the campaign.

The campaign re-established Sambuca’s relevance to its target audience, raised brand awareness and re-enforced that while it is nice being good, it’s more fun being bad.