Halewood International has revealed a new bottle design and consumer campaign for its flagship Lambrini brand.
Filtering into stores from the end of June, the entire Lambrini range will feature a new contemporary label design, which represents the first update since 2011.
To coincide with the new-look bottles, Lambrini will also launch a campaign under the strapline of ‘Bring the Brini’, to attract new consumers into the brand, and to encourage current Lambrini drinkers to introduce their friends to the brand.
The ‘Bring the Brini’ campaign will be supported through a sponsorship with entertainment TV channel TLC from 26th June for 12 weeks, where five different idents will be shown throughout the programming schedule. These feature four Lambrini girls helping each other during a variety of social occasions which consumers can relate to, including glamping and at house parties, with each scenario containing a surprising reveal.
The campaign will also be heavily supported through activity on social media.
Lambrini’s new label design will also seek to build on the continued growth of the Lambrini Fruits range, particularly the Strawberry variant which was launched last year into the off-trade.
Each Lambrini 75cl bottle will have four hearts embossed onto it. A silver capsule is to be added to bottles of Lambrini Original whilst the three flavours which make up the Lambrini Fruits range will feature a gold capsule.
The new Lambrini bottles will be available throughout the off-trade, including One Stop stores.
Halewood International has also renamed its Luci by Lambrini variant to Lambrini Skinny Original, to underline that it contains 22 calories per 100ml serving with an abv of 3.5%.
Michelle Raworth, Senior Brand Manager for Lambrini at Halewood International, commented: “Lambrini remains the clear brand leader with a value in excess of £40m, and our new design and campaign will seek to re-invigorate the category by celebrating the social aspect of the brand amongst female consumers and creating greater stand-out and visibility for retailers.
“The updated Lambrini Fruits range also responds to greater consumer demand for fruity and lighter flavours, with these qualities now displayed more prominently on the bottle.”
