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August 2007 - Strategy Magazine
Upfront

Vexing movie trailer full of guts, gore

by Annette Bourdeau
page 9

It's not every day you see a movie trailer for a cooler. But that's exactly what Mississauga, Ont.'s Vincor Canada has unleashed online to support its latest Vex flavour, Strawberry Orange Banana Hard Lemonade.

Complete with teen flirtations, a scary house and lots of gore, the animated trailer, by Toronto's Helios Design Laboratories, stars pieces of fruit and has all the makings of a teen horror classic. The unsuspecting kiwis and bananas are ruthlessly hunted by a juice-thirsty Vex bottle.

The trailer, which was seeded on YouTube, is also featured on its own microsite, slicedthemovie.com. Banner ads driving traffic there are running on sites like LaineyGossip.com and Toronto.com.

"Video always has the potential to go viral," says Gerald Flach, CD at Vincor's AOR, Toronto-based GJP, explaining: "We managed to convince [Vincor] to pour all of their money into online this year - their target certainly lives there." And it doesn't hurt that the brand is inherently mischievous. "Vex has devil horns in its logo so it has a bit of a sinister nature." Early sales of the new flavour have been strong.

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