Lambrini on pack offer with Heat magazine
Monday September 15, 2014 at 9:55am
Lambrini is set to launch an on pack offer offering free copies of celebrity gossip and fashion magazine, Heat. The promotion has been designed to appeal to the interests of the brand’s core 21-34 year old female demographic. The activity will also encourage trial of the Lambrini variants, particularly Lambrini Strawberry, which was launched earlier in the year. The on pack offer, developed by ATOM Marketing, will run on almost 750,000 bottles, across 75cl Lambrini Original, Strawberry, Cherry and Peach flavours. The bottles feature a promotional label which includes a unique code to claim a free copy of Heat Magazine between September 15 2014 and February 27 2015. Michelle Raworth, brand manager for Lambrini at brand owner Halewood International, says: “Our latest On Pack Offer will reward Lambrini fans with a free copy of Heat magazine per household, and will ensure the brand remains front-of-mind with consumers throughout the autumn. The promotion capitalises on the in-home trend of the big night in and forms part of a 360° partnership with Heat Magazine to be implemented across all of the publication’s media channels, comprising TV, radio and online exposure.” The promotional bottles will be distributed throughout the Off Trade from mid-September, including all major multiples and convenience stores. The promotion will be open to over 18s only. Lambrini is a lightly sparkling pear cider or perry.