Heineken UK’s Jacques Cider with Fruit is further emphasising its ‘female appeal’ with its biggest investment in the brand to date with sampling events throughout summer.

Launching in July, the marketing programme - created by Exposure - encompasses digital and brand events and promises females the opportunity to experience a stylish, girlie summer courtesy of Jacques.

The activity will see Benefit Cosmetics shoppers sampling Jacques at 12 stores throughout June and July 2010, and Toni & Guy hair stylists will be offering female clients a complimentary bottle of the premium cider from 28 – 11 July. The Jacques sampling bar will also be installed for London Fashion Weekend 23 – 26 September.

The activity will culminate in July & August in the exclusive and elegant setting of The Jacques Townhouse at 33 Fitzroy Square in London. The Jacques styled house will host Jacques drinkers who are seeking a stylish, ‘girlie haven’ for the evening.

The soirees, which will be hosted at the Grade 1 –listed Georgian townhouse by celebrity songstress Sophie Ellis Bextor, will be based on the quintessential English tea party but with an added Jacques twist. Benefit cosmetics will host a Powder Room, where beauticians will be on hand to offer free lash couture inspired by Sophie’s ‘party looks’ and Broken Hearts DJs will create a fun and playful atmosphere with eclectic tunes and curiosities including numbers as diverse as Harry Belafonte and the Beastie Boys.

Party goers will have access to a range of vintage clothes and accessories which they can dress up in and then pose for a professional portrait which will be posted on the Jacques Facebook site where it can be shared with friends.

The site (www.facebook.com/jacques) will feature all the event details and Jacques consumers will be able to register for the 33 Fitzroy Square soirees.

The campaign will be supported through press activity with partnership activity with leading women’s magazines and websites including Glamour, OK, Grazia and Urbanjunkies.com.

In addition to Facebook, a new brand website has been launched to reflect the new creative positioning of the brand. The site features stunning ad photography which switches from day to night to signify the drinking occasions for Jacques.

Doug Cook, brand manager, Jacques at Heineken UK says: “This year sees our most significant investment in the Jacques brand to date. We will be creating a live brand experience that will appeal to female consumers combined with some very exciting partnerships to help bring the brand to all aspects of our drinkers’ social lives.”