Fake Bake

Lambrini has added a new limited edition bottle with spray tan brand Fake Bake as summer approaches.

New packs roll out from 30 April across Lambrini Always Original bottles, offering shoppers 50% off all Fake Bake products purchased online, as well as a competition with 1,000 fake tanning products up for grabs.

The brand had become “synonymous with the ‘girls’ night in’,” said Emily Cross, Lambrini brand manager at owner Halewood Wines & Spirits. “Fake Bake is perfectly aligned with that target audience. Product differentiation in this category is essential and we are continuing to evolve and update the brand to maintain its relevance.”

The launch will be backed by “wide PR and social media activity” as well as a “co-branded blogger event”, said Halewood.