Lambrini to encourage “dance craze” with 5m relaunch

Halewood International is relaunching Lambrini with its first TV campaign for three years.The £5m overhaul is part of a three-year plan to drive sales growth among existing consumers and to recruit new drinkers to the category.

The ad, which breaks on September 17 and has been created by Cheetham Bell JWT, aims to create a new dance craze among young women in living rooms, gyms †and bars across the country. The routine, called “do the Lambrini” will include line dancing, folk dancing and everyday popular dance – consumers can learn the Lambrini dance moves through the TV ad and by logging on to a new website.

The company claims that Lambrini is the fourth biggest selling wine in the UK, selling over one million bottles per week. Its Cherry variant continues to grow, sales are up 18% in the last year, doubling its distribution in the last six months and sales of Diet Lambrini are up 15%.

Richard Clark, marketing controller at Halewood International says: “The new packaging and styles combined with the new TV campaign has given Lambrini a more contemporary look and taste – we wanted to communicate this to the brand’s existing strong and loyal customer base and also introduce new consumers to the brand.”

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