Lambrini teams up with online bingo brand Cheeky on pack offer
Friday April 25, 2014 at 4:16pm
Halewood International, the UK’s leading independent drinks manufacturer, is set to a launch an on pack offer with bingo site Cheeky Bingo across a wide range of Lambrini flavours. The promotion, created by ATOM Marketing, reflects a significant audience overlap for both the Lambrini and Cheeky Bingo brands, both of which appeal to a 21-34 year old female demographic. This activity will also encourage trial of the Lambrini flavours and awareness of the Lambrini brand. The on pack offer will run on 1.3 million bottles in total, across Lambrini Original 1.5ltr, and 75cl Lambrini Original, Cherry, Peach and Rosé variants. The bottles feature a promotional label which includes a unique code to claim five free tickets (worth £5) to play the Lambrini Sparkling Jackpot at www.CheekyBingo.com during the last Friday of every month between May and August. Each monthly game has a total jackpot of £10,000 to be won. Lorna Tweed, brand manager for Lambrini at Halewood International, says: “The Cheeky Bingo on pack offer will engage with and reward many of our Lambrini fans, by offering them a chance to win a guaranteed £10,000 every month. As well as the special Sparkling Jackpot games, CheekyBingo.com will implement a branded site takeover and chat games offering free bottles of Lambrini to encourage trial. Lambrini is always looking for new ways to engage with our loyal customer base, and Friday night online bingo is a perfect match for our consumers to enjoy nights in with friends.” Danny Mahon, head of marketing for Cheeky Bingo, adds: "Cheeky players love to get together, have fun and chat online, just like Lambrini girls! We're very excited about this partnership and look forward to welcoming Lambrini fans to CheekyBingo.com" The promotional bottles will be distributed throughout the Off Trade from the beginning of May, including all major multiples and convenience stores. The promotion will be open to over 18s only.