UK: Lambrini toasts GBP5m TV ad campaign

By Joe Bates | 16 July 2008

UK wine and spirit supplier Halewood is spending GBP5m (US$10m) on a new UK TV advertising campaign to promote its sparkling wine brand Lambrini.

The two 20-second and 10-second commercials will air throughout August across national free-to-air channels, the company said today (16 July). Targeted at 18-34 year-old women, the commercials feature a comic 'Do the Lambrini' dance.

"Lambrini is one of our flagship brands and we have put an unprecedented level of support behind it," said Halewood international marketing controller Richard Clark. "This work is designed to reinforce our positioning and help recruit new consumers in the 18 to 24 age range and encourage lapsed consumers in the 25-34 range to consider the brand again."

Retailing at under GBP4 per bottle, Lambrini sold more than 50m bottles last year.

Sectors: Wine