Disaronno launches £6 million campaign
First Drinks has launched a £6 million initiative for its Italian liqueur, Disaronno.
The 2010 push begins with a Valentine's Day campaign - giving consumers the opportunity to win one of five weekend breaks to Verona and £500 spending money.
Runners up can win branded recipe glasses and recipe booklets.
Win your own Italian Love Story, will run across 80,000 bottles as a neck collar promotion during February and March.
Senior brand manager, Mark Collins, said: "The campaign will be the first implemented by the brand in 2010 and will form part of Disaronno's £6m investment in the UK this year, an upweight of 20% from 2009."
A consumer PR campaign, fronted by model, TV Presenter and wife of Gary Lineker, Danielle Bux, will support the activity.
"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," added Collins.
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