CDP nets 5m Japanese energy drink launch

CDP has picked up the advertising account for the UK launch of Japanese energy drink Lipovitan.

The launch is believed to have a marketing budget of about 5m over three years, and it will be supported by a TV, press and poster campaign.

Lipovitan is produced by Japan’s largest over-the-counter pharmaceutical company, Taisho Pharmaceuticals, and is already available in Europe, in Germany. It will go on sale in the UK in the second half of the year.

CDP managing director Chris Macleod says the drink will be targeted at a much broader market than other energy drinks.

It will be positioned as an everyday drink, like coffee, rather than a sports or health product.

In Japan, there are several recipe variants, but in the UK a single product will be available in the short term.

Lipovitan contains taurin and royal jelly, as well as added vitamins.

CDP was tipped to take the business (MW December 13 1996) as the drink’s advertising is handled worldwide by Japanese advertising network Dentsu – represented in the UK by CDP.

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