Caffeine-based vodka drink Red Square Reloaded is offering clubbers the chance to win trips to top party destinations around the world in an on-pack promotion.
Winners of the World Party Weekenders on-pack competition will jet off to some of the best clubbing destinations, including the Caribbean Festival in Cancun, Mexico, and New Year's Eve in Pacha,
Ibiza. A new 70cl bottle design accompanying the promotion will be available from the end of August until late November 2007.
In addition to a new website for clubbers
(www.reloadedweekenders.com), the campaign will also feature online advertising, viral emails and traditional PR. It is expected that 50% of consumers will be reached over a 13-week period.
Red Square Reloaded senior brand manager Hamish Thomson said: "We have taken Ibiza in a bottle and moved it on a level. Through research we know that 18 to 24-year-olds are travelling far and wide to enjoy the best clubbing experiences, so we wanted Red Square Reloaded to be part of this."