Red Square switches comedy for cartoons

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Related tags: Red square, Advertising, Rtd

by Rosie Davenport Halewood International hopes to align its Red Square RTD (ready-to-drink) brand with urban culture as it ditches the humour of its...

by Rosie Davenport Halewood International hopes to align its Red Square RTD (ready-to-drink) brand with urban culture as it ditches the humour of its previous adverts in favour of a "grittier" edge. Comedian Avid Merrion, who fronted last year's TV push, has been replaced by cartoon-style characters in a fresh commercial that uses computer graphics to highlight the RTD's main ingredients of vodka, caffeine and taurine. The company says the advert is the first of its kind to use specialist production techniques to depict "stencils" of characters running through urban streets and across buildings. The commercial uses street walls as its canvas and shows images of bodies jumping and running around a series of bridges, garages, stairwells and underpasses to create a "gritty environment" to emphasise the "urban nature of Red Square Reloaded". The ad draws to a close as the three characters stop still when they spot a bottle of Red Square Reloaded. Starting on 1 November, the TV execution will be backed by national radio and consumer press advertising as well as a sampling programme. Richard Clark, marketing controller for the brand, said: "The advert is so awe-inspiring that we expect it to build up a following with the target market of 18 to 24-year-olds. "We hope it will provide great support for Reloaded, and the whole Red Square range, in the key run up to the Christmas period." To coincide with the £5m campaign, Red Square Reloaded has also recently been rebranded to better differentiate between the products in the range.

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