Halewood International has unveiled the first ad campaign for Sidekick since it purchased the shot brand from Bulmers last summer.
A £1m poster push kicked off this week in bar washrooms and on outdoor poster sites in cities.
Intended to “match the madness of the product”, the campaign uses the tagline ‘It’s not big and it’s not clever’ to sum up the pranks depicted in two executions. The first shows a man crouched behind the curtain of a photo booth, trousers around his ankles, with his bottom pointing at the camera lens. A second ad features a snowman whose carrot nose has been repositioned to his groin.
Halewood marketing controller Richard Clark said: “The shots sector is the most exciting and innovative drinks sector right now and Halewood is committed to dominating it.”