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VEX the hard lemonade beverage from parent company Vincor Canada has launched their latest online campaign, “Sliced The Movie” which that humorously spoofs the horror film genre.  The campaign is the work of GJP Advertising to help the company launch their new VEX flavour, Strawberry Orange Banana Hard Lemonade and consists of www.slicedthemovie.com, and three banner ads.  Upon arriving at the site, visitors have the option to view and download the Sliced the Movie trailer that parodies several classic horror films.  The “movie” opens on a group of fruits as they celebrate the end of summer at a relative’s isolated and abandoned cottage (see trailers from the site below).

“We wanted to create a new brand experience that’s consumer-relevant to introduce VEX Strawberry Orange Banana,” says Kelly Kretz, marketing manager for VEX Hard Lemonade.  “This consumer group has become increasingly difficult to reach with traditional media.  In response, we’ve opted to harness the power of online marketing to launch a campaign that’s both interactive and entertaining.  VEX wants to be where they live and breathe everyday.”

Sites such as Yahoo.ca, Sympatico.ca, LaineyGossip.com, Hotmail.com and Toronto.com are also being used to host the banner ads, “When a killer comes knocking…how will you run…when you don’t have legs?” A second banner ad flashes the text:  “Unspeakable torture.  Unimaginable suffering.  And oodles of pulp.” A final banner includes text of the same ilk as the others:  “More horrifying than Hostel.  More chilling than Saw. More disturbing than Britney.” The tagline for all banner ads is: “Who Knew Fruit Could Scream.”

Agency: GJP Advertising

Lead: Kevin Pfuhl, Managing Partner, Client Development

Creative:

(click to watch 2 movie trailers, 500 kb each)

 

 VEX - Sliced Banner 1 (500 kb): Play Now | Play in Popup | Download

 

 VEX - Sliced Banner 2 (500 kb): Play Now | Play in Popup | Download

Categories: Features