Disaronno gets £6 million push
First Drinks is increasing its marketing spend for Disaronno by 20% this year.
The Italian liqueur will benefit from a £6 million investment that includes the launch of a neck-collar promotion called Win your own Italian Love Story.
Running throughout February and March, the competition will feature on 80,000 bottles and gives consumers the chance to win one of five weekend breaks to Verona and £500 spending money.
Branded recipe glasses and recipe booklets will also be up for grabs.
Senior brand manager Mark Collins said: “Promoting Disaronno’s versatility and mixability, we are confident this investment, which is Disaronno’s largest ever Valentine’s promotion, will drive our rate of sale and distribution to new heights.”
A consumer PR campaign, fronted by TV presenter and wife of Gary Lineker, Danielle Bux, will support the activity.
Collins added that First Drinks will reveal “further heavyweight plans for Disaronno over the next few months”.