Tinsley Teases Liquor Ads for Cognac-Juice Drink

Tinsley Advertising is turning a few tricks for Camus’ 4U mixer.

The April 1 product launch for French vintner Camus pairs the new drink, a blend of cognac and fruit juices, with images of a garter- popping dominatrix and her bond-age-loving clientele.

The $5 million campaign, targeting 21-35-year-olds, breaks this week in Miami. Media includes billboards, bus shelters, and in-bar posters and giveaways. Print ads will appear in area magazines Ocean Drive and Ego Trip, and trades including Beverage Journal.

Titled “4U—Whatever you’re into,” the product introduction will involve additional rollouts throughout the year in markets includ-ing Tampa/St. Petersburg, Fla.,Los Angeles and New York.

Created by group creative director Dorn Martell at the Miami agency, the Camus 4U work satirizes standard liquor advertising.

“It’s a tough category because everyone uses sexy women to sell alcohol,” said Tinsley creative director Russ Lauder. “So we parodied the advertising.”

The campaign’s photographic im-ages visualize Martell’s tagline, said agency president Sandy Tinsley.

Shot by Miami-based photographer Sid Hoeltzell, a blond dom (discovered while Hoeltzell was hunting for props) teases different men and one over-groomed poodle with a carrot dangling from a stick.

All in-bar supporting print directs consumers to the drink’s Web site (www.camus-4U.fr), where viewers can watch a series of short films by Michael Neumann of One World Productions in Chicago.

“The key to Web creative is entertainment,” said Martell. “We wanted to provide our audience with films, not commercials, that they can download and send to friends that share their twisted sense of humor.”

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