Red Square, the vodka pre-mix, has opted for risque new advertising
in order to boost the brand's profile in a market dominated by
big-spending rivals such as Bacardi Breezer and Smirnoff Ice.
The new campaign features square red marks left on the body after sexual
encounters. But Manchester's Cheetham Bell JWT, the agency which
produced them, claimed they were cheeky rather than a deliberate attempt
to court controversy.
Halewood International, which produces the brand, is putting pounds 1
million behind the new offensive, which will run in style magazines
including Loaded and FHM from June.
The advertising is in contrast to the national TV campaign for the
brand, which uses animation.
In one execution, a man's bare shoulder displays scratch marks. Another
ad shows a 'love bite' in the shape of a red square on a woman's
They were written and art directed by Gillian Glendinning and Roger
Leebody and photographed by Steve Lazarides.
Media buying is being handled by MediaCom North.
The new work is intended to capitalise on the growing popularity of
mixers, once favoured almost exclusively by young women but now being
taken up by men as well.
Amelia Preston, the account director on the business, said: 'The ads are
cheeky rather than sexy and don't take themselves too seriously. They
are just little observations. The idea is to make Red Square top of
mind, particularly among young men.'