Halewood ad encourages drinkers to do 'the Lambrini'
Halewood International is to spend £5 million on its first TV campaign for Lambrini in three years.
A national TV ad will feature "the Lambrini", a dance that Halewood hopes will become a craze among the nation's young women, to the tune of Northern Soul classic The Snake by Al Wilson.
The ad will appear on Channel 4, E4, ITV2, MTV and VH1, and will be supported by poster ads and online activity. Halewood said it was the start of a three-year promotional programme for the brand.
Lambrini was given new packaging earlier this year, and a peach version was added to the range.
Marketing controller Richard Clark said: "TV and digital combined will allow us to communicate the changes to a massive consumer audience. The aim is to support retailers by providing them with incremental revenue and margin growth opportunities in the run up to Christmas."
The 30-second advert will run from this week for three weeks, with repeat schedules in December and next April.