The Marketing Counsel has recently successfully launched the latest Diamond Cider on can promotion. The promotion offered ten lucky customers the chance to win a real diamond. To win the diamond all they had to do was purchase a promotional can, pull back the pull tab and make a note of the unique laser etched number found underneath. They then simply followed the on can instructions to enter their code via a link on the Diamond Cider facebook page (having liked first) to find out if they had won. The campaign involved an innovative mix of both traditional and social media strategies as well as in store POS.