Bass awards first Red ad task to Euro RSCG

Bass Brewers is planning a major ad campaign for its alcoholic energy drink, Red, which could incite even more controversy than its alcopops brand, Hooper’s Hooch.

Bass Brewers is planning a major ad campaign for its alcoholic

energy drink, Red, which could incite even more controversy than its

alcopops brand, Hooper’s Hooch.



Euro RSCG Wnek Gosper, which won a place on the Bass roster last year,

has been briefed to create a campaign for Red, which went on sale

nationally last August.



Red includes stimulants such as caffeine, guarana and damiana, as well

as 5 per cent alcohol. It is aimed at more experimental alcoholic

carbonate drinkers aged 20 and over, but will inevitably appeal to

younger drinkers who are significant consumers of alcopops.



Brett Gosper, the chief executive of Euro RSCG, said: ’Our appointment

is an endorsement of our position on the Bass roster. It also gives us

an opportunity to innovate with a brand in a new and emerging

market.’



Euro RSCG is the first agency to work on an above-the-line campaign for

the brand which, until now, has only been promoted in pubs and

clubs.



No major work is expected to appear until the end of this year, and it

has yet to be decided whether or not the brand will go on to

television.



The drink was devised in the wake of the success of alcopops, which are

credited with breaking beer’s stranglehold on the youth market.



Euro RSCG beat DMB&B to win the pounds 6 million Hooper’s Hooch account

last summer (Campaign, 23 August 1996), only three months after the

agency resigned its Guinness business.



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