FRIJJ / SWAMP SOCCERETTES

In a neatly British twist on the glamour of the Super Bowl, Frijj's Swamp Soccerettes places cheerleaders firmly in the mud of a trampled football pitch.

Emphasising the milkshake's extreme thickness, the campaign is made up of a massive on-pack promotion created by Grey, London, with digital elements of the campaign created by digital agency Syzygy, also in London.

The campaign's augmented reality aspects are generated by holding up a bottle of the limited edition Cookie Dough milkshake to a webcam, via www.frijjmud.co.uk. A Soccerette then slowly emerges, squelching seductively from the bottle.

The campaign builds up to Frijj's annual Swamp Soccer World Cup, supported by the Soccerettes themselves. The tournament will see a field outside Glasgow flooded and a game of football attempted, though it sounds like water sports skills could come in handy.

Teams are co-ordinated via Facebook Connect, where personalised cheers can also be sent to friends.

Mark Dubery, Dairy Crest's sales and marketing director explains how he sees the campaign appealing to the brand's young male target group: 'Frijj consumers are at the forefront of technological innovation, with an inherent thirst for new concepts, and they expect Frijj activity to be a bit more risqué and edgy, as well as entertaining.'

www.frijj.co.uk