Vladivar's cuddly side to binge issue

Whyte & Mackay is investing £1 million in a marketing push for Vladivar that aims to use humour to promote a responsible drinking message.

The company

has created

"spoof ad s" that show what can happen when people drink too much. The first

features a man and gorilla snuggled together in a zoo cage after a night of binge-drinking.

The strapline Quality Not Quantity will appear in magazines, press and online ads,

outdoor posters, and POS material.

Marketing director Nick Gaskin said: "Past and existing responsible drinking campaigns have helped raise awareness , but we felt

there was a role for humour in engaging drinkers in this

issue.

"We are adding a new and different element to support government

and industry

in getting the message across."