Manchester agency Cheetham Bell has won the &£2.5m advertising account for pre-mixed alcoholic energy drink Red Square.
Halewood International has ambitious plans for the brand, including two new varieties of the 5.5 per cent proof drink: vodka with cranberry and tequila with iced lemon.
Advertising was previously handled by Leeds agency CWG, which recently picked up new Virgin energy drink range DT/NT. It is unknown whether this caused Halewood to move the account.
Cheetham Bell has been briefed to devise a summer TV ad push that will be backed by cinema and ambient media executions. The agency also handles advertising for Halewood’s Lambrini sparkling perry, which features “The Lambrini girls.”
Cheetham Bell managing director David Bell says: “The vodka pre-mix market is booming and we intend to roll out a quirky campaign to reflect the attributes of the drink.”
CWG’s most recent ad for the brand, featuring world heavyweight champion Lennox Lewis, ran into trouble with the Advertising Standards Authority. In its April report, the ASA upheld two complaints that the ad, which carried the strapline “the drink of champions”, had “irresponsibly implied an alcoholic drink was healthy”.