Xtreme choice for Golley Slater
Diary brand, Dairygold has selected Golley Slater to launch its new extra-strong cheddar cheese brand, Xtreme. The new brand, which is aimed at male consumers, aims to shake up the market with a fresh approach to its marketing.
Pitching Xtreme as the cheddar cheese, \'for adults only\', Dairy Gold has commissioned Golley Slater to generate a campaign that will cause a stir. The agency has been instrumental in helping to shape the brand and has been given the go-ahead with a campaign, which uses the strapline, \"Are you a Man or a Mouse?\".
Activity for the initial launch will include radio advertising, promotional activity and magazine advertising, with the first creative appearing in October. The brand has also teamed up with TalkSport for a series of on-air competitions.
Julian Reynolds, managing director of Golley Slater Advertising in Birmingham, said: \"When the brand is called Xtreme, the communications activity has to live up to the claim. We think that people will sit up and take notice of this activity in what has traditionally been a rather staid sector.\"