Cheetham Bell JWT unveils Red Square ads

Red Square, the vodka pre-mix, has opted for risque new advertising

in order to boost the brand's profile in a market dominated by

big-spending rivals such as Bacardi Breezer and Smirnoff Ice.

The new campaign features square red marks left on the body after sexual

encounters. But Manchester's Cheetham Bell JWT, the agency which

produced them, claimed they were cheeky rather than a deliberate attempt

to court controversy.

Halewood International, which produces the brand, is putting pounds 1

million behind the new offensive, which will run in style magazines

including Loaded and FHM from June.

The advertising is in contrast to the national TV campaign for the

brand, which uses animation.

In one execution, a man's bare shoulder displays scratch marks. Another

ad shows a 'love bite' in the shape of a red square on a woman's


They were written and art directed by Gillian Glendinning and Roger

Leebody and photographed by Steve Lazarides.

Media buying is being handled by MediaCom North.

The new work is intended to capitalise on the growing popularity of

mixers, once favoured almost exclusively by young women but now being

taken up by men as well.

Amelia Preston, the account director on the business, said: 'The ads are

cheeky rather than sexy and don't take themselves too seriously. They

are just little observations. The idea is to make Red Square top of

mind, particularly among young men.'

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