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Disaronno ties-up with Karen Millen in £2m festive campaign

Published:  02 November, 2009

First Drinks has unveiled plans to launch a £2million Christmas TV campaign for Disaronno and a heavyweight PR programme which will see the brand tie-up with high street fashion designer, Karen Millen.

Disaronno Glamour will see Disaronno, Karen Millen and a panel of celebrity experts including, award winning hairdresser Andrew Barton, makeup artists Lisa Eldridge and top stylist Nicky Hambleton-Jones host a range of exclusive in-store festive shopping and makeover evenings during November.

The brand, which is known for its high profile association with fashion and style, will hold the exclusive invite-only evenings in London, Liverpool, Manchester and Cardiff.

It will place it in the top 5 TV advertisers in the spirits category this Christmas when it rolls out its popular Pass the Pleasure Around TV campaign - which the brand says has consistently generated substantial sales increases when aired previously.

Mark Collins, senior brand manager for Disaronno said: "Like its birthplace, Disaronno is recognised for its style and sophistication. Tying up with such an aspirational brand like Karen Millen further demonstrates our commitment towards delivering activity that really resonates with our target market; women aged 18-34 years old.

"Last year's Christmas PR campaign generated media coverage in excess of £1.5 million in addition to our heavyweight TV advertising activity and we are planning to repeat this success again with Disaronno Glamour."

Disaronno continues to show exceptional growth in the off-trade ahead of the liqueurs category and its competitors at +39.3% volume and +45.4% value. This heavyweight campaign is set to further drive sales and awareness throughout the key Christmas sales period."