Bacardi Canada’s Drambuie liqueur brand is blasting off with Rocket XL. The agency’s Toronto office has been awarded the brand’s digital remit and will handle its social media strategy, digital creative development and production in Canada.

Rocket’s task is to drive brand awareness and education of Drambuie through an online program in support of its Drambuie Den campaign, which will feature relevant social media/digital experiential touchpoints including Facebook, digital advertising and website integration.

“We are constantly looking to find fresh and innovative ways to put our brand forward within the digital space, which has become so critical in reaching our 25-34 age demographic,” said Diandra Mohammed, brand manager, imports & agency brands, Bacardi Canada, in a release. “We were impressed with Rocket XL and its proven track record in social digital brand-building.”

“We’re not only able to use social media to connect with its core fan base, but we can also tap into community-centric insights to form creative strategies that will connect the brand with a new generation of Drambuie drinkers,” added Ian Barr, VP, Rocket XL Canada.

Drambuie joins a client roster that includes blue chip companies like Cadbury, the NHL and P&G.