Halewood marketing manager Richard Clark said the appointments followed a PR review lasting more than six months that was triggered by an ongoing diversification and acquisition programme.
Brazen, which already works on Halewood brands including alcoholic apple-brew Hard Core and shot brand Sidekick, picked up the redSQUARE PR account from Staniforth.
Staniforth, which continues to promote Halewood’s Lambrini wine brand, now has a bigger corporate PR remit, as Halewood seeks to raise its corporate profile as its brand portfolio grows.
Brazen will handle ongoing PR for the redSQUARE range, which comes in eight flavours in the ready-to-drink category, in addition to the launch of a redSQUARE lager later this month.
Brazen will also promote the redSQUARE Hot Shot brand, which launched in June, redSQUARE Hot Shot Minis, which launches this month, and redALERT, a non-alcoholic energy drink similar to Red Bull.
Merseyside-based Halewood acquired Sidekick from HP Bulmers in June and will re-launch the drink this month with the slogan ‘It’s Not Big, It’s Not Clever’.
Account director Jennifer O’Grady heads a six-strong account team at Brazen while consumer division head Emma Chadwick heads the Staniforth team.
The redSQUARE brand was heavily promoted earlier this year via ads with the slogan ‘What Colour’s Your Red Square?’, featuring Bo Selecta star Avid Merrion. The ads will re-appear later this year.