Campaign loses its animal magnetism

Inter Rhône, the body representing producers and negociants in the Côtes du Rhône, is dropping the hippo and hedgehog from its ad campaign over fears they appeal to children.

The two illustrated characters

have starred in its ads

for the past 10 years . A new campaign

will launch in October.

Inter Rhône marketing export manager Olivier Legrand said advisers at the Advertising Standards Agency believed the ads may cause complaints because of tougher regulations

on alcohol promotion .

He said: "They told us there could be a problem, so we thought

if we continued to use this campaign we could get into trouble.

I t is time for a change, but it is sad to lose them." The strapline from the current campaign - Think Red. Think Côtes du Rhône - will remain .

Inter Rhône said it was also increasing its marketing budget by £150,000 in the UK this year to retain its position in the market.