Britvic tries Seventies revival for Corona

Britvic is resurrecting the design it ditched 20 years ago for its Corona soft drink, hoping parents will buy the brand to revive memories of their childhood.

From October, all bottles of Corona will be carrying the “every bubble’s passed its fizzical” slogan which was last seen in the late Seventies. Bottles of the fizzy fruit drink range have also been redesigned, bringing back the original crown design and putting the “bubble” slogan back on bottles.

The nostalgia campaign is intended to appeal to the drink’s core target audience of over-35s. Britvic marketing director Richard Manaton says adults will recognise the marketing campaign from their childhood and will be convinced enough to buy Corona for their children.

This is the first significant change for the Corona soft drink since Manaton took charge of the brand in February. The Corona brand had been running a Safe Club promotion on bottles, which aimed to persuade children to take an interest in, and send off for information about wild animals. This campaign is being axed because so few children responded to the on-pack offers.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here