As fall turned to winter, Amarula Canada set out to align itself with the season’s social moments — the impromptu dinners, the cocktail hours that linger, the bottles brought thoughtfully to a host’s door. Between October and December of 2025, the focus was clear: increase visibility and deepen engagement in the social space during a time when connection feels most tangible.
YBIMC grounded the global cream liqueur in a distinctly Canadian context. Paid media established steady, strategic reach, while a curated group of local creators introduced regional nuance and credibility. Each partnership was carefully researched and vetted, allowing for a more seamless integration with each creator’s content and audience.
Content reflected how people gather and enjoy the season. Intimate dinner parties, casual holiday get-togethers, and winter evenings at home, framed a series of easy-to-make recipes designed for real hosts. Beyond just an ingredient, Amarula Cream Liqueur became a thoughtful gesture — approachable, versatile, and seamlessly integrated into seasonal rituals.
Each creator received a personalized holiday package, thoughtfully designed and produced to extend the experience offline. The kits encouraged tactile, authentic storytelling: unboxings, recipe demonstrations, and shared moments that felt natural to their audience.
Across paid amplification and organic posting, the campaign was cohesive without being overbearing. Amarula entered the conversation not as spectacle, but as accompaniment — present in the glass, and in the gathering.
