Lambrini, the best-selling perry brand, has teamed up with self-tan specialist, Fake Bake, for a Spring on-pack promotion offering the chance to win Fake Bake products , and get online discounts.

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.

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Lambrini has partnered with online retailer Very.co.uk for an on-pack offer targeting the 21-34 year old female demographic.

The promotion aligns the Lambrini brand with one of the UK’s leading online fashion and home retailers, based in Lambrini’s home city of Liverpool. The on-pack offer will run until the end of December on promotional 75cl bottles of Original, Strawberry and Cherry Lambrini flavour variants, and features a prize draw mechanic.

To enter, consumers need to purchase a promotional bottle of Lambrini, then log onto lambrini.co.uk and enter their unique code.  They will instantly discover if they are a winner.

Lambrini fans will have the opportunity to win £250 to spend on Very.co.uk every week. There are eleven prizes to be won during the main promotion in the run up to Christmas and one further £250 prize in an additional final draw in Spring 2017.

Michelle Chadwick, Senior Marketing Controller for Lambrini at Halewood Wines & Spirits, comments: “Our on pack offer will reward Lambrini fans with £250 to spend on Very.co.uk’s range of stylish fashion and homeware collections, and will ensure the brand remains front-of-mind with consumers throughout the autumn. This partnership compliments our planned event activation, including the Official Drinks Partner of Fake Bake, presence at the annual Girls Day Out event in Glasgow and the bar sponsor at Clothes Show Live.”

Kenyatte Nelson, Marketing Director for Very.co.uk, adds: “Our customer demographic aligns closely with Lambrini’s and, with their huge distribution network, this partnership will help us build even more brand awareness in the run up to Christmas.”

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