Halewood International is putting “significant investment” behind its £5.3m Sidekick flavoured spirit brand this year.

Activity kicks off this month with a revamp of the 14.5% abv drinks, which come in 50cl bottles and are designed to be drunk neat or as part of a long drink or cocktail. A new look is being introduced across all eight lines in the range, supported by Facebook activity targeted at its core 18 to 25-year-old audience.

From February to April, the company is running a Celebrate Your Sidekick promotion giving consumers the opportunity to win iPads, iPods and iPhones. The promotion will appear on 200,000 bottles and five variants: strawberries & cream, apple, blueberry, chocolate mint, and cookies & cream. Consumers must text a code found underneath a peelable bottle label to be in with a chance of winning a prize for themselves and a friend.

“Halewood has placed significant investment into the Sidekick brand this year,” said Sidekick brand manager Sian Dixon. “The campaign is a celebration of you and your friends, and positions Sidekick as the ideal partner for a big night out.”

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