New Vex Hard Lemonade campaign begins
By Adnews Staff
Vincor Canada has begun a new advertising campaign for Vex Hard Lemonade. The outdoor campaign consists of transit and subway platform ads. The creative, which is aimed at young adults, is based on the similarity of the beverage’s name to the word “sex.” One execution depicts a man surrounded by three women. The headline reads, “Vex with multiple partners? You betcha.” Another shows a man in disco clothing along with the copy, “I’ve had Vex in ways you haven’t even heard of.” The ads promote two new flavours for the drink, Blueberry Raspberry and Orange Pineapple, as well as a new one-litre bottle size. The campaign was created by GJP Advertising of Toronto. “We developed edgy and playful creative to resonate with the cooler consumer and to grab their attention,” said John Farquhar, creative director at the agency. “The word Vex cleverly fills in for another three-letter word, with a more naughty connotation, creating a humorous campaign with double meaning.” The campaign is running in a number of markets nationally, near venues such as movie theatres and nightclubs.