£5 million promotion for Disaronno

A consumer PR campaign will feature a ‘parasol boutique’ which includes an Antoni & Alison designed limited edition Disaronno parasol. Fronted by TV personality Jenni Falconer, the activity will involve a media launch at the start of July to reach in excess of 24 million target consumers over the summer.

Disaronno will also be working with the on-trade over the coming months with its Taste of Italy promotion.

Ten holidays to Milan with £1,000 spending money will be up for grabs for drinkers alongside Milan Continental Chocolate Collections from Thorntons. Consumers ordering two Disaronno drinks in outlet will receive two Thorntons chocolates and will enter a prize draw to win a holiday to Milan. Over 2,000 POS kits are now available to the on-trade.

Samplings in Edinburgh, Glasgow, Birmingham and Manchester during the month of July will support this promotion.

Mark Collins, senior brand manager for Disaronno at First Drinks comments: “We are aware of the difficult trading conditions being experienced by the industry at the moment, but we have built up strong relationships with consumers and are fully predicting Disaronno’s excellent growth figures will continue. We are also keen to support the trade during this uncertain time with a programme guaranteed to drive profits and sales”.

The website launched mid-June lends support to Disaronno’s latest marketing drive. The online content encompasses fashion tips, showcases serves created by mixologist Ben Reed, and will allow consumers to purchase their very Disaronno Parasol.

1 June 2009 - Felicity Murray