Party people get lucky with vodka

09 August, 2007

Red Square Reloaded is starting an on-pack promotion this month offering consumers the chance to win trips to clubbing destinations such as Ibiza and Reykjavik.

The World Party Weekenders text and win competition will appear on 70cl bottles

until the end of November.

A Red Square Reloaded website - worldpartyweekenders.com - has been created to appeal to clubbers aged

18-24 and features information on the best nightspots around the world as well as UK clubs.

Hamish Thomson, senior brand manager said: "Reloaded is the only caffeine based vodka drink that can truly deliver upon the functional needs of 18 to 24-year-old "weekenders".

"This activity demonstrates Red Square's ability to drive continued consumer interest in RTDs."

He added: "This latest campaign will reinvigorate the category this summer."




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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