First Lambrini TV ad for three years

The move that will see Lambrini appearing on TV for the first time in three years is part of a three year plan to drive sales growth among existing consumers and to recruit new users to the category.

The TV commercial will re-launch the brand which has recently enjoyed a refresh; with modern packaging and a new innovative Peach flavoured style.

The commercial is set to Al Wilson's Northern Soul classic “The Snake” and aims to create a new dance craze among young women in living rooms, gyms, clubs and bars across the country.

The routine, christened 'do the Lambrini' is a mixture of line dancing, folk dancing and everyday popular dance - consumers can learn the Lambrini dance moves via a TV URL and by logging onto the new website: www.dothelambrini.co.uk.

By launching the brand's first ever 30-second TV ad, Halewood International hopes to drive distribution of its Cherry and Peach styles as well as increase rate of sale of Lambrini Original.

Lambrini is equivalent in size to being the fourth biggest selling wine in the UK, selling over one million bottles per week. Cherry 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 comments: “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.

“TV and digital combined will allow us to communicate the changes to a massive consumer audience, it will reach over 4.5m women aged 18-45, so we believe it to be the most impactful medium to help us re-launch Lambrini.

“The aim of the commercial, is to support retailers by providing them with incremental revenue and margin growth opportunities in the run up to Christmas, our feedback to date has confirmed this view.

The 30 second advert will run from 17th September 2007 for three weeks promoting Cherry and Original Lambrini, with repeat schedules then running in December 2007 and April 2008 advertising Cherry, Original and new Peach.

The strategy incorporates Channel 4 and targeted satellite channels. Outdoor media and PR will support the TV campaign.

The web site www.dothelambrini.com will support the TV campaign by providing an interactive site where consumers can learn the dance moves, upload their own footage and even gain the chance to star in the next ad!