DIARY: ICE TO ESKIMOS - Rizla promotion lights up Jockey Slut’s club night

It was only a matter of time before a cult brand like Rizla got involved with Jockey Slut, the magazine for clubbers that also ran its own club night - Bugged Out in Liverpool.

It was only a matter of time before a cult brand like Rizla got

involved with Jockey Slut, the magazine for clubbers that also ran its

own club night - Bugged Out in Liverpool.



But the mag’s advertising supremo Jake Redford was determined that the

sponsorship should be more imaginative than simply plastering Rizla

logos on Bugged Out flyers and stringing up banners at the venue. ’The

club’s customers tended to be extremely marketing-literate. Any blatant

attempt to sell anything to them would have undermined the club’s

credibility and certainly wouldn’t have created any warm feeling towards

the product.’



Instead, Redford and Rizla’s marketing agency Cake commissioned a

furniture designer to kit the club’s bar area out with chairs in the

same colours as the brand’s logo. Old black-and-white stills of the

Rizla factory were also projected onto the walls. ’In that way, the

brand actually added to the club’s environment,’ says Redford. ’The

customers really liked it and the sponsorship went on for a year.’



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