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Soft Drinks


INSPIRING COMMUNITIES TO GET ACTIVE Leading British soft drinks manufacturer Britvic, and PepsiCo UK,


have unveiled their new cross-brand, cross-channel multi-million pound campaign, which for the first time brings together their total portfolio of leading drinks brands; Robinsons, Pepsi, Tango, 7UP, Fruit Shoot, J2O, Drench, Lipton Ice Tea, Mountain Dew, R Whites and Britvic. Running for 9 months from February through October 2012, ‘Transform Your Patch’ will help transform outdoor spaces nationwide, giving communities more access to outdoor sports, activities and fun. The campaign has been created in partnership with Groundwork, the country’s leading environmental regeneration charity. Every single soft drink purchased of any of the participating brands represents a real 1cm2 piece of land that will be transformed.


In the take-home and impulse sectors, key packs across the participating brands will feature an actual 1cm2


patch to represent the 1cm2 of land that will be transformed, alongside the ‘Transform


Your Patch’ logo. There are four types of transformation project; each matched to


appeal to the interests of the different brand’s core consumers to drive relevance and engagement: 5-a-side football pitches (Pepsi); Playgrounds (Robinsons and Fruit Shoot); Communal parks and picnic areas (J2O, 7Up, Lipton, R Whites and Juicy Drench); Skateparks (Mountain Dew and Tango). Last month, Mark Ronson and Katy B unveiled a giant urban artwork in the shadow of the Olympic Stadium, East London, to launch the Coca-Cola ‘Move to the Beat’ campaign. The ‘Beat Wall’ tells the story of how the sounds of


sport and music were fused together by GRAMMY award winning producer Mark Ronson, with lyrics and vocals provided by 2011 Mercury Music Prize nominee Katy B. Together they created the Coca-Cola anthem, Anywhere in the World (the anthem for the Coca-Cola Olympic Games campaign) which is part of ‘Move to the Beat’, Coca-Cola’s global teen focused campaign that celebrates the beat of London 2012. “Move to the Beat is all about getting teens excited about London


2012 by tapping into their passion for music and fusing it with sport,” said Mark Ronson. “The Beat Wall uses urban culture to excite and engage teens and is a really cool way of inspiring teens to get involved with the London 2012 Olympic Games.”


CONSUMER CHOICE


In other news,


Britvic Soft Drinks, has launched its latest limited edition flavour, the winner of last year’s ‘Mix A Flavour’ on-pack promotion; J2O Papaya Punch. Available now to both the on and off-trade whilst stocks last, the new limited edition variant joins the J2O portfolio which is the number one adult soft drinks brand. Retailers and licensees will be able to capture consumers’


attention for the new variant in outlet by using eye-catching point of sale and J2O will be also investing £3m into a new TV advertising campaign later in the year. Catherine Hart, Brand Manager for J2O at Britvic, comments: “We’ve been looking forward to unveiling our latest limited edition flavour since we launched our ‘Mix A Flavour’ promotion last year. To see so many consumers get involved in the challenge and vote for their favourite can only mean they’ll want to try it, equating to sales for retailers and licensees. The launch of the limited edition J2O gives our customers the chance to refresh their juice drink offering, engaging with both current and potential J2O fans. Britvic, and PepsiCo UK, have also revealed that


Mountain Dew Energy has added £6.4m to the energy category since its launch in May 2010. The brand was brought to the UK following a petition from Dew fans and is now worth £18.3m and was the winner of multiple


industry and NPD awards in 2011.


Metro Drinks is another soft drinks company making a splash in the marketplace, Paul Bendit, MD and founder comments: “This year is an exciting year for Metro Drinks as we are refreshing the packaging of all our drinks ranges to give them real standout and a tempting point of difference for the vending industry as consumer expectations from on-the-move drinks increases.” The successful glass packed gourmet fruit juice, Folkingtons, now highlights the British provenance of the juices used in the range. Joining the existing Cloudy Apple, Tomato and Orange are three new flavours; Cranberry, Cloudy Pear and Pink Lemonade. As always, the juices are not made from


concentrates and due to advanced packing techniques are ambient which assists with storage and is a real bonus for this sector. Paul adds: “Qu4ttro, our fruit drink brand is


celebrating its 10th anniversary with a bright new label design, packed in 500ml PET bottles, it is made from a blend of juices, pure spring water, sugar and natural flavours.” Commenting on latest British Soft Drinks


Associations’ market report which revealed significant growth in the sector in 2010, Jill Ardagh, British Soft Drinks Association (BSDA) Director General, said: “The soft drinks industry is successful because it listens to its consumers and meets their needs. Even in tough economic conditions, our industry can thrive because it is focused on meeting popular demand.” The 2011 report is due for release shortly… watch this space!


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