The "it's a sparkle" television and print ad campaign, created by Devon-based agency Bray Leino, is part of a 拢10m brand investment to broaden the appeal of the drink and encourage women to embrace the idea of "sparkling sociability".
The ad is set within a night-time house-party scenario, with three girlfriends drinking Shloer and sharing it with the rest of the guests.
It builds up to a big finish as the girls and their guests dance the night away to the Cole Porter classic 'I Get a Kick Out of You'. The spot, which will break on May 16 during the second series of 'Lost' on Channel 4, ends with a firework and synchronised swimming finale.
"It's a sparkle" will run throughout the summer until August 30 and again in the run-up to Christmas. It continues as a theme across nationwide print media to coincide with the timings of the television ad, and will cover a wide range of women's consumer and trade titles such as Glamour, Cosmopolitan, Company and The Grocer.
The total brand investment for 2006 includes a complete repackaging of the Shloer product portfolio.
Dean Sampson, art director of Bray Leino, said: "This is a great campaign to be involved with and we are extremely proud of it. We embraced the brief from Shloer and really made it sparkle and both the TV and print ads reflect this."
The creative director on the ad was Steve James and the copywriter was Martin Dorey.
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