M&C Saatchi has been assigned the task of helping Two Dogs secure
the brand leadership of the much-criticised, but fast-expanding alcopops
market in Britain.
Merrydown, which has the European distribution rights for the Australian
alcoholic lemonade, is understood to have switched the account, ending
Ammirati Puris Lintas’s 20-month tenure.
Nick Hurrell, the M&C Saatchi joint chief executive, would not comment
on the appointment, although the agency is believed to be preparing a
press campaign - backed by a reported budget of between pounds 1 million
and pounds 2 million - later in the year.
There is controversy over whether alcopops encourage underage
Advertising for Two Dogs has provoked complaints to the Advertising
Standards Authority. Bass, which produces Two Dogs’ rival, Hooper’s
Hooch, has promised the ASA it will not repeat poster ads featuring a
Despite its early arrival in the market in July 1995, Two Dogs now faces
competition from more than 90 rival products, which have hit sales and
caused Sainsbury’s to delist it. Merrydown has had difficulty competing
with Bass’s higher marketing budget.
The appointment of M&C Saatchi, made without a pitch, is thought to have
been influenced by its irreverent work for Scottish Courage on Foster’s