MEDIA CHOICE: Jeremy Lee, a media reporter at Campaign, picks Diageo's latest activity for Smirnoff Black Ice

"Nothing ensures brand loyalty as much as letting consumers discover the product for themselves. Of course, this can take ages. So thank goodness for ambient media. Hyperspace has taken the idea of allowing the consumer to discover the product quite literally by planting postcards advertising Diageo's new Smirnoff Black Ice in the pockets of trendy clothes on sale in shops such as Rokit and Junky Styling. Only the coolest of the cool will buy these clothes; and then, while rifling through their pockets at some later date, they'll come across the ad for Black Ice.

"For those who would rather spend on vinyl than clothes, Hyperspace has branded some of the country's most exclusive dance music record stores. Those hand-scrawled labels that tell you what the latest white label 12-inch actually is now come courtesy of Black Ice."

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