Jacques prepares for a girlie summer

Jacques Fruit Cider is launching its biggest ever investment in the brand as it emphasises its “female appeal” with a raft of summer activities.

The campaign covers both digital and brand events as part of a “stylish, girlie summer”.

Over the course of June and July, shoppers at Benefit Cosmetics will be able to sample the cider in-store and female clients at Toni & Guy will receive a free bottle during any visit from the 28 June to 11 July.

Jacques will also be running a sampling bar at London Fashion Weekend from 23 to 26 September.

The culmination of the summer campaign will take place at The Jacques Townhouse at 33 Fitzroy Square in London with a series of girl-themed parties in July and August.

Musician Sophie Ellis Bextor will host the events, which are based on the classic British tea party, with cider.

With DJs playing everything from Harry Belafonte to the Beastie Boys, party-goers will be able to take advantage of a makeover courtesy of Benefit Cosmetics and vintage clothes and accessories for portraits taken by professional photographers.

Doug Cook, brand manager for Jacques at Heineken UK, said: “This year sees our most significant investment in the Jacques brand to date. We will be creating a live brand experience that will appeal to female consumers combined with some very exciting partnerships to help bring the brand to all aspects of our drinkers’ social lives.”

Jacques has set up a Facebook site where Jacques fans can see all the event details and register online.

Rupert Millar, 23.06.2010