Lambrini teams up with Fake Bake for consumer promotion
Lambrini has teamed up with independent self-tan specialist, Fake Bake, to enhance the perry brand’s strategy of inspiring girls to "get together and add sparkle” to every occasion.
Co-branded packaging will be rolled out on bottles of Lambrini Always Original, whereby each bottle will feature an offer of 50% off all Fake Bake products purchased online. In addition, consumers will be in with a chance of winning a thousand of Fake Bake’s Amplify Gradual Tanning Products.
The latest SKU features a limited edition imprint on the neck of the bottle, with the promotional offer and Fake Bake’s logo on the sleeve. It will also be supported by wider PR and social media activity, including a co-branded blogger event.
Emily Cross, brand manager for Lambrini at Halewood Wines & Spirits, said: “Lambrini is a brand that has become synonymous with the ‘girls’ night in’ occasion and Fake Bake is perfectly aligned with that target audience. As such, we are confident that the collaboration and customised limited edition design will stimulate demand and draw instant attention from both local and new fans discovering Lambrini for the first time. Product differentiation in this category is essential and we are continuing to evolve and update the brand to maintain its relevance.”