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News
Disarronno sets the Valentine’s mood
Italian liqueur Disaronno is giving consumers the opportunity to win their own Italian Love Story over the Valentine’s period.
The UK’s second-largest non-cream liqueur has announced the news as part of a £6million marketing investment in the brand from First Drinks for 2010 – a 20% rise from 2009.
Tapping into Disaronno’s roots in the Italian Renaissance, the promotion entitled ‘Win your own Italian Love Story’ will run across 80,000 bottles as a neck collar promotion during February and March.
Participating consumers will have the opportunity to win a weekend break to Verona, Italy, the town famous for inspiring the ultimate love story, Romeo and Juliet.
As well as the five holidays plus £500 spending money up for grabs, branded recipe glasses and recipe booklets are also available to win.
Mark Collins, senior brand manager for Disaronno said: “We had yet another fantastic year of growth last year. We are very keen to keep the momentum going and by kicking off 2010 with such a heavyweight, high visibility campaign so early in the year, we are further cementing our status as a must stock, must support brand.
“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.”
“As the world’s number one Italian liqueur, Disaronno is perfectly placed to capitalise on the Valentine’s period and engage with consumers during a lucrative sales period.
“2010 is set to be a very exciting year for the brand and we will be revealing further heavyweight plans over the next few months ”.
A consumer PR campaign, fronted by model, TV Presenter and wife of Gary Lineker, Danielle Bux, will support the activity.
Consumers will be invited to upload their love stories onto the Disaronno website and a selection of serves will also be promoted to consumers including the Disaronno Kiss; a mix of Disaronno, pomegranate juice and Prosecco.
Alan Lodge, 10.02.2010