Ginger Joe kicks off £2m campaign

Ginger Joe: launches £2m multimedia ad campaign
Ginger Joe: launches £2m multimedia ad campaign

Ginger Joe, the alcoholic ginger beer brand, has stepped up its launch drive with a £2m ad campaign in outdoor, press and online.

The campaign has been created by DHM, which was appointed to the account earlier this month.

The Accolade Wines-owned brand launched in March and goes into mass media two weeks after it kicked off unbranded activity on a billboard in Shoreditch, east London.

The billboard featured a giant hairy moustache and a QR code, taking mobile users to the Ginger Joe Facebook page, where they could use an app to give themselves a ginger moustache.

Today the billboard has changed to include Ginger Joe branding and a trial-driving invitation to go to the Facebook page for one of 20,000 free bottles of Ginger Joe. 

Follow Daniel Farey-Jones on Twitter @danfareyjones

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