UK: Lambrini launches tights promotion

By just-drinks.com editorial team | 3 October 2006

Lambrini has teamed up with tights manufacturer Pretty Polly in a promotional campaign.

The perry brand, produced by Halewood International, will be the subject of an on-pack promotion, the company said yesterday (2 October), with total media value of over GBP1m. The deal will involve 10.6m Lambrini bottles offering GBP600,000 worth of fishnet tights made exclusively by Pretty Polly for Lambrini.

The promotion, which begins this month, will be backed by a strong national marketing campaign including coverage in the high profile style and fashion press plus consumer media.

"Pretty Polly's contemporary and everyday positioning fits perfectly with Lambrini," said Geraldine Marks, brand manager for Lambrini. "We have the same consumer profile, young fashion-conscious women who like to enjoy themselves and this offers them the chance to be seen wearing this must-have leg wear.

"We believe this promotion will prove to be extremely popular with our customers."

"This is an exciting national promotion and offers retailers across the spectrum the chance to buy into the number one brand in its category in the run up to Christmas," added Richard Clark, head of marketing at Halewood.

Lambrini sells around 50m bottles a year in the UK.

Sectors: Wine