Lambrini has embarked on a major brand relaunch with a multichannel marketing push rolling out from today (Friday 26 June).
‘Bring the Brini’ – created by BJL – aims to celebrate the spirit of sisterhood and the girly get-together and launches with a new look website that serves as a central brand hub for fans and followers to get information and updates on Lambrini related activities.
A redesigned 75cl bottle and updated product names will feature across the integrated creative and media campaign which includes three TV adverts set to run across Sky Media’s portfolio of female facing channels in July and August.
A three-month, six-figure sponsorship deal with TLC, brokered by MediaCom Manchester, will feature the same group of four female friends from in the TV spots in five 10-second idents. The partnership also includes a microsite on the TLC website which will house weekly giveaways and encourage people to interact with the #BringtheBrini social media push.
To coincide with the brand’s 21st anniversary a competition to win a trip for four to New York will run for six week from August with on air support on TLC.
Michelle Raworth, senior brand manager at Lambrini parent company Halewood International, commented: “Bring the Brini’ represents our most wide-reaching and vibrant campaign in recent years and we’re all excited to now see how consumers embrace the new proposition.”
An integrated engagement strategy, also devised by BJL, will feature the same characters from the adverts and sponsorship across social media with a new look Facebook page as well as Twitter, YouTube and Vine activity.
Nationwide experiential plans include a Brini Tour across four major UK cities and a partnership with fashion retailer Joy to host after-hours event. An association with Toni & Guy sees product sampling extended across its 50 UK salons.