Emap Advertising Brings Black Ice To FHM Readers
Emap Advertising and Carat have secured a £450,000 deal to promote the relaunch of Smirnoff Black Ice across a range of Emap’s men’s lifestyle magazines including FHM, Arena, Empire, Q and Zoo.
The campaign will launch across the August issues of the men’s magazines and will promote Smirnoff Black Ice as an iconic breed of mixed-vodka drink amongst 18 to 24 year-old males.
FHM will lead the creative element of the campaign with the publication of a Little Black Book of Cool designed to help its readers ‘stand out from the crowd’. One page advertiorials will also appear in Emap’s other men’s magazines.
Commenting on the campaign, Rhiannon Cox, senior creative solutions executive at Emap, said: “Through the dialogue readers will be left in no doubt that Smirnoff Black Ice is a different breed of vodka mixed drink. The association, interaction and editorial endorsement will lead to acceptance, trial and credence with FHM readers.”
Philip Gladman, marketing director for Smirnoff at Diageo Great Britain, added: “Emap’s portfolio of men’s titles will enable us to reach our core target audience and communicate our key messages regarding the re-launch of Smirnoff Black Ice within a creative, exciting and aspirational context.”
Emap Advertising recently secured an innovative cross-media deal with FMCG giant Unilever to promote the rebranding of its range of Impulse body fragrance products. The deal spans Emap’s range of magazine, television, radio and online properties and culminates in a live event at the same venue featured in the BBC’s Fame Academy reality-TV series (see Emap Secures Unilever For Cross-Media Campaign).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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