More Secures Devilish New Britvic Ad Campaign

Emap has secured Britvic’s Red Devil energy drink for a six-figure advertising campaign across its fortnightly young women’s magazine, More.

The deal marks the brand’s first foray into magazine advertising and is part of the “Beware his influence” promotion, which is designed to associate Red Devil with mischievousness and fun.

The campaign, which includes sponsorship of More’s new review and entertainment segment, will feature advertorials asking readers to send in examples of mischievous behaviour in return for a case of Red Devil.

More will be the only women’s title running the campaign, which will be supported by activity across a number of Emap’s other consumer titles, including FHM, Loaded and Heat.

Commenting on the initiative, Lillian Betty, head of youth creative solutions at Emap, commented: “This activity marks a number of firsts for More at a very exciting time for the magazine. From the original brief Lucy Gugas and the youth creative solutions team worked closely with creative and strategic agency Hicklin Slade & Partners to develop concepts that would fit perfectly with the re-energised More and launch of Red Devil.”

More has been hard hit by the runaway success of Condé Nast’s Glamour and the latest ABC results for the six months to December 2002 show that the magazine has seen circulation decline by 15.1% year on year to 246,261. Emap recently announced details of the £3 million revamp of the title in an attempt to appeal to a broader readership (see Emap Elan Unleashes Revamped More On Rivals).

Emap: 01733 568 900 www.emap.co.uk

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