Virgin launches new soft drinks…

The Virgin Cola Company is to launch direct rivals to PepsiCo’s 7-Up and Britvic’s Tango next month, called Virgin Lips.

Virgin is working with its partner Cott Europe to launch orange and lemon-and-lime flavoured carbonated soft drinks under the new brand name.

Packaged in fluorescent orange and green cans with the slogan “Can to mouth resuscitation”, the drinks will target teenagers and be sold as cheaper alternatives to leading brands.

Virgin claims the drinks will taste better than its rivals because they contain five per cent natural fruit juice. Diet versions of Virgin Lips will be launched early next year.

The Virgin launch comes at the end of one of the hottest UK summers on record. Several soft drink manufacturers have already reported record sales.

Virgin Trading Company marketing director James Kydd denies there have been delays in developing Virgin Lips. He says the intention has always been to launch Virgin Lips by the end of this year.

Kydd says that having a greater number of brands will help Virgin win wholesale deals for summer next year. “We wanted to launch Virgin Lips by the end of the year. Having just two brands makes it harder to do critical deals at wholesale level. Virgin Lips means we will not be handicapped at those levels,” he says.

Despite huge marketing campaigns by its rivals, Virgin says that, in the short term at least, it will rely on free PR coverage.

The Durham-based Lanchester Group is launching Cola Lips and Lemon Lips – two alcoholic versions of the soft drinks.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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