Barrett Cernis' Ame advertising focuses on Japanese angle

Barrett Cernis is making its debut as a Britvic roster agency with

new advertising aimed at broadening the appeal of the drinks giant's

recently acquired Ame brand.

A poster and women's magazine campaign breaking this month will attempt

to develop a personality for the adult drink by casting it as suitable

for all occasions rather than just a wine substitute.

The new strategy was inspired by the fact that Ame is Japanese for

'gentle rain'. The ads use authentic Japanese calligraphy to portray the

benefits of the drink.

One of the ten executions carries the line: 'Mother of headache never

come to man who drink Ame.' Another points out that 'People drink Ame

together live with much harmony very long life'.

All ads were art directed by Ray Barrett, the agency's creative

director, and written by Gideon Todes and Patrick Collister, the former

Ogilvy & Mather executive creative director. Media planning and buying

is by MindShare.

Britvic acquired the Ame, Purdeys and Aqua Libra brands when it bought

Orchid Drinks for pounds 16 million ten months ago.

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