Disaronno to launch makeover evenings with Karen Millen

by James Quilter , promotionsandincentives.co.uk 05-Nov-09, 11:03

LONDON - Liqueur brand Disaronno has tied up with Karen Millen to launch a series of experiential shopping and makeover events in UK stores.

The experiential campaign will run in Karen Millen stores throughout November in London, Liverpool, Manchester and Cardiff. The evening events will be invite-only.

Disaronno will be supplying cocktails during the evenings, which will also be hosted by a ‘celebrity’ panel include 10 Years Younger presenter Nicky Hambleton-Jones and make-up artist Lisa Eldridge.

The campaign runs alongside a £2m re-run for its ‘Pass the Pleasure’ TV campaign (see below). The ad, which features a barman gawping at an ice-cube licking customer, has achieved cult status with numerous spoof versions available online.

Speaking about the in-store campaign Disaronno senior brand manager Mark Collins said: "Tying up with such an aspirational brand as Karen Millen demonstrates our commitment towards delivering activity that really resonates with our target market – women aged 18-to-34-years-old."

Earlier this year Disaronno launched an experiential campaign around Valentines Day where it targeted bars and clubs in a bid to raise awareness about the drink.

The campaign, created by i2i marketing, offered consumers 5cl samples with either coke or cranberry juice.