Treasury Wine Estates (TWE)  is launching a new on-pack promotion as part of its new global multi-million dollar “The World Smiles with Lindeman’s” marketing campaign.

The “WIN What Makes You Smile” promotion, asks shoppers to write in ten words or less, via Facebook, what makes them smile. Through the help of TWE’s creative partner J. Walter Thompson, 15 winners will have their statement brought to life up to the value of £1000.

There will also be hundreds of runner-up prizes worth up to £50, which will include, bouquets of flowers and Amazon vouchers.

The promotion will also showcase a new range of Limited Edition “Smile” bottles, which will have 12 different “Smile” moments printed on them (such as “Fish & Chips by the seaside makes me Smile”) and in some stores they will be showcased on branded quarter pallets.

“WIN What Makes You Smile” will be promoted to shoppers via three main drivers:

- Social media advertising: via Facebook

- Geo-targeted mobile advertising: consumers will receive a pop-up ad on their mobile device when in the proximity of a store taking part in the promotion. They can then click through to see the nearby location

- In-store support: On and off fixture Point of Sale

The promotion, which can be found on all Lindeman’s Bins SKUs, is running in all key grocery and convenience retailers across the UK.

Last month, the global “The World Smiles with Lindeman’s” campaign was launched, with the unveiling of new TV and digital advertising.