£1m support for Lambrini
Lambrini will be supported by a £1m investment to help drive Christmas sales.
Halewood International is bringing out a national TV advertising and online video-on-demand campaign for the brand, which will run throughout December. The 20-second commercials are the latest adaptation of the Do the Lambrini campaign and are part of a £1m investment in the brand, which will also include the launch of a new consumer website and consumer promotion programme.
This is the latest move by the company to promote Lambrini as a wine-style drink, targeting the 18 to 24-year-old female market.
"Lambrini is an incredibly successful year-round drink, but like many brands it enjoys a peak in sales at Christmas," said senior brand manager Sue Beck. "This year we are combining TV advertising with an online video-on-demand campaign because a large percentage of Lambrini consumers are heavy Internet users and we are looking to drive awareness across a multiplicity of channels."
