UK: TV's Gabrielle Richens promotes Diamond cider brands

By Sarah Diston | 30 May 2001

Channel 5 star Gabrielle Richens is to spearhead a major new marketing promotion for Matthew Clark's Diamond premium packaged cider brands.

Richens will take over from Lisa Faulkner as the new 'Face of Diamond' and has been chosen to support the brands on-trade and off-trade promotional activity for the next 12 months.

Brand manager for the Diamond brands, Tamara Kandavanam said: "Gabrielle is a perfect fit for the brands as she is an outgoing, action girl with a daredevil attitude, which our audience can really relate to."

The campaign kicks off with the 'Up4it' slogan with a high profile partnership between the Diamond brands and Club 18-30. Richen's task is to find the ten most 'Up4it' girls in The UK through a national campaign which will run in the tabloid and consumer press and radio.

Kandavanam said: "Our sponsorship with Club 18-30 is a great opportunity to work with an established brand name that target a similar fun-loving consumer."