Halewood International, the UK’s largest independent drinks manufacturer and distributor has launched a major PR and Social Media initiative to coincide with General Election for its Lambrini brand.

The initiative underpins the ongoing realignment and repositioning of the brand to take account of changing consumer attitudes and the social and regulatory climate.

Previous general elections have seen the likes of Mondeo Man and Worcester Woman holding the keys to Downing Street.

But this time according to a major study commissioned by Halewood International, more than four million “Lambrini Ladies” across the UK could hold the passport to power.

Halewood International has teamed up with Professor Steven Fielding – Nottingham University’s Professor of Political History and Director of the Centre for British Politics, School of Politics and International Relations to identify more than four million 18-34-year-old British young, working women and mums who have views but don’t vote.

In a bid to highlight the key role played by Lambrini Ladies – typically Lambrini consumers – the report Lambrini Lady – the Lost Political Generation, explores the concerns and importance of this group to the General Election.

The report was commissioned as part of a long term strategic repositioning exercise by Halewood International to realign the Lambrini brand in keeping with both its consumers and current attitudes. Importantly the report highlights a large number of voting female consumers who are disenfranchised and not traditionally targeted by politicians

The report was developed following an independent survey by market researchers, Opinion Matters, of more than 1,400 Lambrini Ladies and it found that only one in five said they actually cared who wins on May 6. Despite their reluctance to take to the polls, these women are far from ignorant about policy. Busy raising pre-school or school-aged children, their concerns centre on family, health, crime – especially sentencing – and education.

While most are indifferent about who wins, they are hugely concerned about what the new Government actually does with addressing anti social behaviour (55%), sentencing for severe crimes (57%) and rising fuel costs (52%) top of Lambrini Lady’s list of actions for the new PM.

And the report appears to have gathered a momentum of its own with the likes of Sky TV and numerous national and regional newspapers picking up on the Lambrini Lady phenomena and the role they could play in determining the outcome of the election.

Sue Beck, Senior Brand Manager for Lambrini comments: “We recognised early on that many of our consumers were being neglected by the politicians and felt the General Election was the perfect platform to highlight how our consumers have changed over the past few years and so much so that they potentially represent the gatekeepers to power if they decide to vote.

“The ‘Lambrini Ladies’ campaign has been extremely successful to date with National and Region press coverage stimulating real debate about the importance of this group and what will sway them.”

“Lambrini is an iconic female brand with a huge consumer base made up of cosmopolitan women of who we are proud to represent. The research we commissioned highlights that our target market are not engaged by what politicians currently have to offer. As the potential mothers and influencers of the next generation they are an important group of voters to target and if correctly swayed could be an impactful force,” Sue Beck adds.