Frijj unveils limited edition St George's Day bottle

The new caramel flavoured drink will hit shelves on 18 April, ahead of St George's Day on 23 April. The limited edition bottle is supported by a £2.5m marketing investment across PR and digital.

The bottle carries the St George's cross and encourages consumers to visit the brand's Facebook page.

Frijj has created a bespoke application which encourages consumers to pledge a commitment if England wins the World Cup. Chris Kamara, a Sky Sports football pundit, is understood to have pledged to shave off his moustache.

The activity has been created by marketing communications outfit Haygarth.

Marc Dubery, Dairy Crest sales and marketing director of liquids said: "Frijj is the first brand within the flavoured milk category to launch a pack design without prominent branding.

"This highlights the brand's popularity within the category and how iconic the bottle shape is within the consumer mindset. Frijj limited edition bottles continue to create excitement and innovation in the Dairy fixture."

St George's Frijj is the latest activity from the brand and follows its £2m sponsorship of Sky's Soccer AM for the 2009-2010 season.

Frijj is currently running a digital campaign with full service agency Syzygy based on the idea of Swamp Soccerettes, building upon the Soccer AM sponsorship. The promotional activity finishes at the end of the month.

Frijj is also the headline sponsor of the 2010 Swamp World Cup.

The Frijj range includes Chocolate, Strawberry, Banana, Chocolate Fudge Brownie and Limited Edition Cookie Dough, which was launched April 2009.

This article was first published on marketingmagazine.co.uk