Halewood International is stepping up support for its Red Square Reloaded ready-to-drink brand with a new £5m TV advertising campaign and restyled bottle.
The TV campaign breaks in the autumn and is part of an aggressive support package aimed at driving awareness of the vodka ‘energy drink’ among 18- to 24-year-olds.
The advert will concentrate solely on Red Square Reloaded and have an “urban streetwise” feel about it.
It will not be fronted by a celebrity like last Christmas's execution which starred comedian Avid Merrion promoting the entire Red Square range.
The TV promotion will be supported by a poster campaign, consumer press and a sampling programme.
The bottle has been given a new look and collar to highlight the RTD’s main ingredients of vodka, caffeine and taurine.
It is part of the company’s decision to concentrate support for its Red Square RTD range on six core brands - Pink, Blue, White Purple Ice, Vodka Lager and Reloaded. Although other brands will still be available, they will not be promoted.
Marketing controller Richard Clark said: “Red Square Reloaded has built a fantastic reputation and has proved its popularity in a marketplace that has experienced some decline in recent times.
“We are now in a position to capitalise on our brand cult heritage and talking directly to our target market.”
He said the brand had increased sales by 5% in the last 12 weeks, in a market seeing depressing year-on-year decline of 18%.
The TV campaign breaks in the autumn and is part of an aggressive support package aimed at driving awareness of the vodka ‘energy drink’ among 18- to 24-year-olds.
The advert will concentrate solely on Red Square Reloaded and have an “urban streetwise” feel about it.
It will not be fronted by a celebrity like last Christmas's execution which starred comedian Avid Merrion promoting the entire Red Square range.
The TV promotion will be supported by a poster campaign, consumer press and a sampling programme.
The bottle has been given a new look and collar to highlight the RTD’s main ingredients of vodka, caffeine and taurine.
It is part of the company’s decision to concentrate support for its Red Square RTD range on six core brands - Pink, Blue, White Purple Ice, Vodka Lager and Reloaded. Although other brands will still be available, they will not be promoted.
Marketing controller Richard Clark said: “Red Square Reloaded has built a fantastic reputation and has proved its popularity in a marketplace that has experienced some decline in recent times.
“We are now in a position to capitalise on our brand cult heritage and talking directly to our target market.”
He said the brand had increased sales by 5% in the last 12 weeks, in a market seeing depressing year-on-year decline of 18%.
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