Halewood International, the UK independent drinks company, has announced that its Lambrini brand will hit TV and press as part of a major consumer advertising campaign in the lead up to Christmas.
Running throughout December, the national campaign will see the return of Lambrini’s ‘I am what I am’ creative which shows a series of ‘Lambrini Guys and Girls’ re-enacting the song in 30-second adverts.
It is hoped that with spots in key audience programming such as Made in Chelsea, Celebrity Juice, Keeping up with the Kardashians and New Girl, the campaign will reach an estimated 1.27million 21-35 year old women.
In addition, a consumer press campaign in titles such as OK!, Heat, Closer, Glamour and Cosmopolitan has been announced for November and December.
Above the line media will be supported by PR and Social Media activity, with an overall objective of driving deeper consumer engagement with the brand.
Lorna Tweed, brand manager for Lambrini at Halewood International, commented: “The Lambrini Christmas campaign will provide substantial exposure for the brand, and deliver mass impact over the busiest trading period of the year.
“With supporting activity, such as an On-Pack Offer to claim a free tube of COLLECTION Cream Puff Lip Cream and a special winter edition bottle, running alongside the media activity, we are expecting retailers to see an uplift in sales through to Christmas.”