Ginger Joe launches first TV campaign with DHM
Stone’s Ginger Joe, the alcoholic ginger beer, has this week launched its first TV campaign, featuring spoof testimonials from those who ‘donated’ to the brand’s hairy billboard in Shoreditch.
As well as airing on TV, the 10 second DHM adverts will have a strong VOD presence across 4 On Demand, Demand 5, YouTube and Specific's video network.
On 4 On Demand, Ginger Joe will use the Ad Elect tool to let consumers actively choose which of the three Ginger Joe executions they would like to watch.
Neil Anderson, marketing controller at Accolade Wines, said: “Ginger Joe is really capturing the imagination of consumers and since this campaign began, Facebook likes have shot up, from 500 to over 20,000 in just three weeks. To build on this success we are launching the TV phase of this campaign which will appeal to our target consumer’s sense of humour.”
The adverts form part of a larger £2million marketing campaign.
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