Brand Marketing Oliver’s twist By Adweek Staff|September 25, 2000Share By Adweek Staff|September 25, 2000Share Oliver, Russell & Asso ciates knows its new campaign for the Idaho AIDS Foundation isn’t for everyone. “We can’t have every Mormon family in a minivan driving past these ads,” allowed Rusty Grim, creative director at the Boise agency. The $10,000 cam paign, targeting young gay men, uses racy posters and penis-shaped refrigerator magnets to call attention to a new oral HIV test that does not require a blood sample. One poster uses the line “You might be a gay Idaho redneck if.” The magnets reference the oral nature of the test with the slogan: “Get pricked. Or, put it in your mouth.” The materials are to be distributed only in gay bars. The agency created a more conservative HIV testing campaign for the general public with posters and brochures in English and Spanish. Adweek Adweek