Cutty Sark hopes a new ad campaign hitting in December magazines will reverse an almost two-decade sales slide. The blended scotch, which now is being marketed by San Francisco's Skyy Spirits, will target younger men with the campaign created by Lambesis, Del Mar, Calif. Cutty Sark sold 285,000 cases last year, down from 1.8 million in 1980, according to Impact, an industry newsletter. Ad spending is uncertain, but Skyy Spirits--of superpremium vodka fame--previously had said it would spend $10 million to promote Cutty Sark. Skyy had used Lambesis for contract work. Skyy also distributes Campari Italian spirit.
Copyright October 1999, Crain Communications Inc.