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Vincor promotes Hydra

Vincor International broke a campaign yesterday to promote a new beverage called Hydra. The product is a cooler made of carbonated spring water and seven percent flavoured vodka. The campaign, created by GJP Advertising of Toronto, consists of three executions which depict characters suspended in water. The first shows a ninja and uses the tagline, “Water with a kick.” The second shows a nurse and uses the copy, “Water made naughty,” while the third shows a female vampire and the tagline, “Water with a bite.” The ads will run on transit shelters, subway platforms and in print through English Canada. Ads will also run in movie theatres, night clubs and shopping malls. “Much like the 23 to 30 demographic it’s geared to, Hydra is less sweet, less bubbly than regular coolers and is more grown-up and sophisticated, yet is not without its sense of humour,” said John Farquhar, creative director at the agency. “The creative was woven around that. This is a product that’s pure yet sinful.”

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