The agency, which won the account after a competitive pitch, will initially be responsible for creating a Christmas campaign for the Kent-based shopping centre.
Bluewater, which faces competition from the recently launched Westfield Stratford City centre, has previously worked with the strategic brand communications consultancy Klein O'Rorke.
Launching in November, activity will run across TV, outdoor and press, including the opening of a Bluewater events and exhibition venue. The campaign is expected to highlight that Bluewater is a place for family and friends "to have a day out".
David Wilkinson, the head of marketing at Bluewater, said: "23red really shone throughout the pitch process. The Christmas season is a key time of year for Bluewater and we were very impressed with 23red's creative suggestions for this period."