HHCL and Partners is launching a tongue-in-cheek poster blitz this
week promoting Britvic’s laddish energy drink, Red Card.
The campaign continues the mock heroic theme used in last year’s launch
work and stars the intrepid members of Chelmsford City football team.
The strapline on all three executions proclaims: ’Extended energy keeps
Chelmsford City fighting to the bitter end.’
The first ad features a Chelmsford player staring aggressively out from
the poster next to the words: ’Mud. Blood. Tears. Welcome to the bottom
of the Dr Marten’s League.’
The second execution shows a player kissing his necklace for luck,
accompanied by the words: ’For God. Chelmsford and St George. Victory.’
The last ad pictures three players standing proudly in the line-up
before the game.
The text above their heads reads: ’We shall not flag or fail. We shall
never surrender. We are Chelmsford.’
The ads were created by HHCL’s Mark Piper, Jim Bolton, Chas Bayfield,
Caroline Adams and Jenny Deeming. Media buying was by BBJ Media
The poster burst will be supported by twice-weekly ads in the sports
section of the Sun. The campaign is part of an annual support package of
pounds 3 million and will be featured in the 12 main UK conurbations,
including specially chosen sites outside football grounds.
Simon Twigger, Britvic’s head of customer marketing, said: ’Red Card has
proved a great success. Its real-life image and unique product offering
has captured the imagination of young males.’
Red Card has made the opposition look staid and boring and has
successfully brought new users into the energy drinks market. This new
campaign is set to driver further sales.’