Jim Beam wants Red to give the image of After Shock a boost and appeal to a new generation of 18 to 24-year-olds.
Jim Beam marketing manager for liquers and new product development Derek Scott said the company had not been disappointed with incumbent PiranhaKid, but felt it was time to see what other agencies had to offer.
Red associate director Chris Cook said the agency's campaign was to keep After Shock's brand image fresh for a new generation of drinkers, as the original customer base had grown up. He said it would focus on After Shock's ability to turn a routine night out 'to one where you go for it and take the handbrake off'. He denied that the aim was to encourage irresponsible drinking.
When it was launched in 1997, After Shock stormed to the position of brand leader in the shooter category and now maintains around 38 per cent of market share.
The drink, which comes in lurid colours and three flavours, contains a special ingredient - sensate - which gives the drinkers a distinctive hot or cold sensation.