Henkell Freixenet is set to launch a fresh marketing push for its Freixenet sparkling wine in the UK.
The group’s ‘Own the Diamond’ initiative is a nod to its namesake brand’s “diamond-cut” Italian Sparkling range. The chief asset is an on-pack promotion, giving UK consumers the chance to “win a piece of diamond jewellery of their choice”, up to the value of GBP5,000 (US$6,760).
Runners-up prizes include vouchers to spend at premium jewellers Tiffany & Co. and Monica Vinader and spa days for two, among others. The push will also feature a “multi-faceted marketing plan”, engaging with the on-premise, paid digital media and influencer activity.
The six-month campaign started this month and will conclude at the beginning of December.
“We’re delighted to launch such an iconic on-pack and digital promotion in which we have put our consumers and brand at the forefront of,” said marketing controller, Dani Buckley. “It offers consumers a compelling reason to engage with the brand, as well as reinforcing our premium credentials.”
Last month, Henkell Freixenet announced a packaging change for its Managaroca Batida liqueur in Germany.
