The campaign, dubbed ‘Devotion or Desire’, will visit selected bars in Birmingham, Manchester and Edinburgh in the run-up to Valentines Day. Brand ambassadors will travel in a branded Fiat 500 to reinforce the brand’s heritage.
Consumers will be offered 5cl samples with either coke or cranberry juice. Brand ambassadors will also be encouraging drinkers to purchase two drinks for the chance to receive chocolates and be entered into a prize draw for either a trip for two to Venice or spa day for one.
The campaign was created I2I Marketing and follows last summer’s on-trade push by Disaronno where staff encouraged trials of cocktails and gave drinkers the chance to win a makeover in London.
Separately the Daily Express is giving away a free romantic CD this weekend, titled That Loving Feeling, as part of its run-up activity to Valentines Day. The giveaway was negotiated by Cocktail Marketing.
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