SCOTTISH Rugby Union legend Gavin Hastings is trying his best to drive interest in Scottish cream liqueur Magnum in the approach to Christmas.
The former full-back has been appointed as the brand ambassador for the liqueur, which is produced by the Benriach Distillery Company, as part of a major festive campaign.
In addition to Hastings’ appointment, the activity includes the first TV advert for the brand, titled Where Two Forces Meet.
The 30-second ad, which launched in Scotland on November 12, highlights the core Magnum ingredients of single malt Scotch whisky and cream.
Magnum director, Lee Schofield, said the aim of the new campaign and appointment of Hastings is designed to position Magnum “at the top of people’s Christmas tipple wish list”.
“We’re really excited to have teamed up with Gavin as part of our UK-wide Christmas campaign,” said Schofield.
“As one of Scotland’s finest rugby players and a single malt Scotch whisky enthusiast, Gavin is the perfect match for our brand.
“Gavin’s personality and sporting status resonates across each of Magnum’s major markets, including the UK, South Africa and Canada.
“We’ve just launched in Ontario and British Columbia and our TV ad has got us off to a flying start, with Gavin helping to generate brand awareness and consumer interest in one of the world’s largest liquor markets.”
Magnum has an ABV of 17% and comes in a reusable stainless steel flask in 70cl, 50cl, 5cl, 1 litre and 1.75 litre formats.