Halewood sent press releases to regional and national press and radio last week saying it was searching for ladies aged between 25 and 30 'who are prepared to look rough and be paid for it'. 'Beautiful ladies need not apply', it added.
Ten applications have been received so far, and those chosen will appear in magazine, poster and point-of-sale ads and star on the Hard Core web site. The creative will be devised by Advertising Principles.
Alcohol Concern last month criticised Hard Core's marketing plan as 'pornographic' (Marketing, June 13). It said the campaign to sign up unattractive women "only confirms our initial fears that the promotion of Hard Core would have sexual connotations".