A £3million campaign kicks off this month for Matthew Clark's premium packaged cider range.
The campaign will be centred on the development of the links between the Diamond White brand and the Galaxy network of independent local radio stations.
The bespoke programming concept on Galaxy stations will be backed up by an integrated sales promotion, PR, radio and sampling campaign, all themed around VIP treatment and the ultimate Friday night out.
The Diamond White "Gatecrashed... Gets You In" promotion runs through 1,000 outlets nationwide and offers the chance to win nights out at fashion, music and film events over the next year.
The activity, fronted by actress Lisa Faulkner, offers the ultimate prize for a group of "Diamond mates" who will win a weekend in New York, with the full limousine and guest list treatment.
The Diamond White Club Chart, which has enjoyed considerable success for the past three years, raising brand awareness from 20 to 31 per cent, has been extended to include sister brand Diamond Red, launched earlier this year to capitalise on the popularity of alcoholic energy drinks. The 5.4 per cent cider has added taurine and caffeine and complies with the Portman Group directive on the labelling of alcoholic energy drinks.
Galaxy will be undertaking a massive sampling campaign for Diamond Red over the summer, through major events across the country, with a particular emphasis on the five cities where Galaxy stations are most prominent — Leeds, Manchester, Birmingham, Bristol and Newcastle.
Keith McIlwain, director of cider brands for Matthew Clark, said: "Our research shows that our key target audience sees Diamond White brand values as virtually synonymous with 'the ultimate feel-good factor' and the 'best nights out with best mates.'
"This year's marketing spend is concentrated on reinforcing these values and building awareness of the sister Diamond Red brand."