Agency: Leo Burnett London
By MATTHEW COWEN, campaignlive.co.uk, Friday, 01 December 2000 12:00AM
Roose & Partners has attempted to strip human mating rituals down to their essentials for the relaunch of Reef, an exotic juice-based vodka drink distilled by Bass.
A 30-second TV ad, breaking on Friday, replaces verbal dialogue with a script made up entirely of grunting noises. The spot opens in a beach-hut bar in a tropical island location, where laid-back characters in Hawaiian shirts relax to the sounds of a gramophone.
However, a group of young women chatting on the bar's veranda are distracted when two hunky blokes enter the bar. They respond by replacing the smooth sounds on the turntable with a rendition of a full-blooded Maori 'haka'.
This ends with the women leaping into the air in unison and then staring smoulderingly at the two new arrivals as they swig bottles of Reef. One of the men raises an eyebrow in response.
The still alcopop was originally launched as 'Hooper's Reef' in 1998.
Its reported sales stand at around 500,000 bottles a week. Roose & Partners won a two-way pitch against the Advertising Brasserie in August to secure the pounds 2 million TV task. The agency already handles Bass's Caffreys account, for which it produced the similarly sex-themed 'storm brewing' campaign.
The timing of the television relaunch is intended to capitalise on the increase in alcohol consumption in the run-up to Christmas.
In addition, there has been an increase in marketing activity this year, which has included two recreation vehicles - dubbed 'reefuelling stations' - touring bars and nightclubs around England.
Mark Hunter, the marketing director at Bass, said: 'We are very excited about the new campaign for Reef. It is a brilliant idea that will support a great product.'
The ad was art directed by Guy Gumm and Mark Riley. The copy was written by Matt Bartley, and Simon Cheek directed the spot through the production company Spirit. Media planning and buying was by BBJ.
This article was first published on campaignlive.co.uk