SSC to Launch Hideous Liqueur in South

ATLANTA Sullivan-St. Clair is producing advertising for the regional introduction next month of Hideous, a new liqueur, the shop said.

New Orleans-based Hideous was launched in Louisiana last November. The company hired Sullivan-St. Clair to introduce the liqueur in several other states, including Georgia and Alabama.

The work will include point-of-sale in bars, guerilla marketing, Internet advertising, outdoor and some limited print ads. Each bar that offers the liqueur will receive a kit that includes T-shirts, coasters, slap bracelets and posters. The humorous posters refer drinkers to one of four telephone help lines: a motivational line, a rejection line, a sick day excuse line and a late night dialing prevention line.

The independent Mobile, Ala., agency acquired the account without a review. Billings were not disclosed.

"This is a new concept in the market and it will be promoted in new ways," said Michael Klein, founder of Hideous.

Hideous is a flavored liqueur intended to be imbibed as a shot or in a mixed drink, according to the company.

"We're looking to build a Hideous nation," said Rich Sullivan, president of the shop.