Halewood International has revealed a new bottle design and consumer campaign for its flagship Lambrini brand of sparkling fruit wine.
Rolling out in stores at the end of this month, the new-look Lambrini range will feature a contemporary label design that represents the first update to the brand for four years. Each Lambrini 75cl bottle will have four hearts embossed onto it, providing a focal point and additional femininity to appeal further to Lambrini’s core audience. A new silver capsule will be added to bottles of Lambrini original whilst the three flavours which make up the Lambrini Fruits range will feature a gold capsule.
In addition, the brand has renamed its Luci by Lambrini variant as Lambrini Skinny Original, in order to underline the light nature of the low-alcohol, low-calorie alternative.
Halewood International is hoping that the changes will help to drive growth within its Lambrini Fruits range – particularly the strawberry variant, which was launched into the UK off-trade last year.
To coincide with the new bottles, Lambrini will also launch a marketing campaign using the tagline Bring the Brini, designed to attract new consumers to the brand and encourage current Lambrini drinkers to enjoy the drink with their friends as part of a wider variety of occasions. The Bring the Brini campaign will be supported through a sponsorship deal with entertainment channel TLC from 26 June for 12 weeks, where five different ident creatives will be shown throughout the programming schedule. The idents feature four Lambrini girls helping each other during a variety of social occasions that consumers can relate to, including glamping and at house parties, with each scenario containing a surprising reveal.
Lambrini senior brand manager Michelle Raworth said: “Lambrini remains the clear brand leader with a value in excess of £40m, and our new design and campaign will seek to reinvigorate the category by celebrating the social aspect of the brand amongst female consumers and creating greater standout 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.”
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