Saatchi and Saatchi is cementing its relationship with Carlsberg-Tetley
by creating the first ads for Lemonhead, a new alcoholic lemon drink.
The campaign, believed to carry a media spend of around pounds 500,000,
will centre around print work and carry the controversial endline,
‘gives good lemon’. It will be targeted at 18- to 30-year-olds.
Tom Wright, the Carlsberg-Tetley marketing research and development
director, said: ‘Lemonhead quickly earned a reputation for its
outrageous and irreverent approach. Now that the brand is established,
the time is right to advertise.’
David Goring-Morris, the group account director on the business at
Saatchis, would not reveal details of the campaign, but said: ‘Keep an
eye out for a spring campaign as rip-roaring as the personality of the
Lemonhead was launched late last year without advertising support. A
promotions and PR campaign included dropping small yellow business cards
in ‘adult environments’ such as pubs and clubs. The cards carried a
Lemonhead phone number for consumers to call and suggestive slogans such
as ‘wet your lips’ and ‘take it whole’.
Following an Advertising Standards Authority ruling in January against
Hooper’s Hooch, which is brewed by Bass, the ‘alcopops’ sector has come
under increasing pressure to avoid marketing strategies which may appeal
to those under 18.
Bass has promised not to repeat recent poster ads featuring the cartoon
lemon character and has agreed to check all future ads with the ASA
before they break.