By The Drum Team | Editorial

July 18, 2011 | 2 min read

Alcohol brand Sourz is to launch its first summer TV campaign today (18 July) created by The Leith Agency, while also announcing an exclusive partnership with MTV.

The campaign will highlight the addition of Sourz Raspberry to the range, airing across the UK until mid-September, with the MTV partnership entitled ‘Sourz Superstars’ offering one winner and three friends the chance to star in an exclusive Sourz MTV video, and also win a VIP weekend in London.

The competition will begin with recruitment adverts featuring on MTV and VIVA TV, support on-air through Capital Radio, while on-pack neck-collars will also highlight the promotion.

Entrants will be driven to the Sourz website, where they will be asked to upload images of themselves preparing for a night out. Online users will be asked to vote for their favourite, with the winner being announced in October before they head for London to shoot their video, which will air later in 2011.

Emma Heath, marketing controller of Maxxium UK, commented: “We’re really excited to be bringing the Sourz brand personality to life on TV and thrilled to be joining forces with a brand as high-profile as MTV, one of the most popular audiences in entertainment today who truly appeal to and engage with our core 18-24 year old consumer.

“By taking to the small screen, our goal is to ensure that more people than ever see and connect with our brand on a more emotional level. The MTV partnership will give our target audience an exciting chance to get involved with, and ultimately, be part of our brand activity.

Experiential sampling for Sourz will also take place at Norfolk Spectacular on 3 and 4 September.

Maxxium Sourz Leith Agency

More from Maxxium

View all