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
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
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
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.