UK: Halewood unveils Lambrini ‘makeover’ campaign

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Halewood International has lined up a 'makeover' marketing campaign for its Lambrini brand in the UK.

Involving fashion designer Kirsty Doyle, the promotion will see the brand link up with magazines OK and Company and will include an opportunity to win a makeover and limited edition KiKi merchandise by Doyle.

The campaign will also see the Lambrini web site carrying the promotional theme as well as an online advertising support campaign across Yahoo and MSN, Halewood said today (21 November).

At point of sale, a variety of promotions will run, from multi-buys to money off purchase offers.

Senior brand manager for Lambrini Caroline Reynolds said: "This programme is the latest stage in our programme to recruit new consumers to the brand and reactivate lapsed consumers and we are confident that the combination of product innovation with strong advertising support and point of sale initiatives will put our retail customers in strong position to drive sales of the brand."

The Christmas campaign follows a number of developments for the brand this year, including the launch of Lambrini Still in a 3-litre box format.

The wine and spirit supplier announced a GBP5m (US$10m) spend on a new UK TV advertising campaign in July to promote Lambrini.

The two 20-second and 10-second commercials aired throughout August and featured a comic 'Do the Lambrini' dance.

Sectors: Wine

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