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Vincor Canada breaks online Vex campaign

Vincor Canada has begun an online campaign to promote a new flavour of its hard lemonade drink Vex. The campaign, developed by GJP Advertising, is based on a website located at <http://www.slicedthemovie.com>, which resembles a promotional site for a film. Visitors to the site can view a trailer that parodies a number of well-known horror movies. The trailer depicts a group of fruit characters at a remote cottage who are killed one by one by a bottle of Vex. The campaign also includes three banner ads displaying copy such as, “Unspeakable torture.  Unimaginable suffering.  And oodles of pulp.” The ads use the tagline, “Who knew fruit could scream?” The ads are running at Yahoo.ca, Sympatico.ca, LaineyGossip.com, Hotmail.com and Toronto.com. “We wanted to create a new brand experience that’s consumer-relevant to introduce Vex Strawberry Orange Banana,” said Kelly Kretz, marketing manager for the brand. “This consumer group has become increasingly difficult to reach with traditional media. In response, we’ve opted to harness the power of online marketing to launch a campaign that’s both interactive and entertaining.”

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