Disaronno is launching a new campaign in the U.S. which will go global in November 2014.

The new campaign maintains the “Be Originale” tagline from previous years, but with a shifted focus “from cocktail creation (i.e. their famed “Disaronno on the rocks” advertisement) to celebrating originality in all aspects of life.” In a new 15-second spot, young Disaronno drinkers “shake originale,” “groove originale,” and “flirt originale,” demonstrating the new campaign’s approach of celebrating the brand as a lifestyle, at the risk of coming across a bit over-the-top. The spot was directed by Laurence Dunmore, who also shot the photography for the campaign’s print elements.

“From the unmistakable aroma to the warm, sophisticated taste and the unique hammered glass bottle design made by master glass craftsmen from Murano, Disaronno defines what it means to ‘Be Originale’,” said Augusto Reina, CEO of Disaronno. “With this new exciting campaign, however, we wanted to bring the spirit of Disaronno’s individuality to life and challenge consumers to constantly shake things up.”