From April 23rd, a limited edition co-branded packaging design rolled out on bottles of Lambrini Always Original, with each bottle featuring an offer of 50% off all Fake Bake products purchased online. In addition, consumers can enter a competition to win one of 1,000 Fake Bake Amplify Gradual Tanning product.
Bottles feature a “limited-edition” imprint on the neck, with the promotional offer and Fake Bake’s logo further down the sleeve. The activity aims to build on last year’s campaign, where Lambrini successfully launched three seasonal bottle wraps.
The new limited edition bottle, which will be available through grocery and convenience channels across the UK, will be supported with wider PR and social media activity, including a co-branded blogger event.
Emily Cross, Brand Manager for Lambrini at Halewood Wines & Spirits, says: “Lambrini is a brand that has become synonymous with the ‘girls’ night in’ and Fake Bake is perfectly aligned with that target audience. As such, we are confident that the collaboration and customised limited edition design will stimulate demand and draw instant attention from both loyal and new fans discovering Lambrini for the first time. Product differentiation in this category is essential and we are continuing to evolve and update the brand to maintain its relevance”.
Lambrini is a sparkling pear cider, or perry, made by Halewood Wines and Spirits, the UK’s largest independent alcoholic drinks manufacturer and distributor. Halewood’s product range includes wines, spirits, beers, ciders, and bottled water. The key brands include award-winning Whitley Neill Gin, J.J. Whitley Gin and Vodka, Liverpool Gins and Vodka, Marylebone Gin, Bajan Rum Sixty Six, Crabbie’s Alcoholic Ginger Beer, The Pogues Irish Whiskey and Red Square Vodka.