M&C Saatchi secures Two Dogs press work

M&C Saatchi has been assigned the task of helping Two Dogs secure the brand leadership of the much-criticised, but fast-expanding alcopops market in Britain.

M&C Saatchi has been assigned the task of helping Two Dogs secure

the brand leadership of the much-criticised, but fast-expanding alcopops

market in Britain.



Merrydown, which has the European distribution rights for the Australian

alcoholic lemonade, is understood to have switched the account, ending

Ammirati Puris Lintas’s 20-month tenure.



Nick Hurrell, the M&C Saatchi joint chief executive, would not comment

on the appointment, although the agency is believed to be preparing a

press campaign - backed by a reported budget of between pounds 1 million

and pounds 2 million - later in the year.



There is controversy over whether alcopops encourage underage

drinking.



Advertising for Two Dogs has provoked complaints to the Advertising

Standards Authority. Bass, which produces Two Dogs’ rival, Hooper’s

Hooch, has promised the ASA it will not repeat poster ads featuring a

cartoon lemon.



Despite its early arrival in the market in July 1995, Two Dogs now faces

competition from more than 90 rival products, which have hit sales and

caused Sainsbury’s to delist it. Merrydown has had difficulty competing

with Bass’s higher marketing budget.



The appointment of M&C Saatchi, made without a pitch, is thought to have

been influenced by its irreverent work for Scottish Courage on Foster’s

Ice.