2.5m Lipovitan ad brief goes out to pitch

Lipovitan B3, the Japanese energy drink, is to review its advertising account.

Lipovitan B3, the Japanese energy drink, is to review its advertising account.

CDP was awarded the creative and media account for the drink, which has been supported by 2.5m worth of advertising since its launch in the UK 18 months ago.

Advertising for the drink is handled worldwide by the Japanese advertising network Dentsu – represented in the UK by CDP.

Claydon Heeley International has been asked to handle a 500,000 London-based campaign, due to launch in November. Poster advertising on the London underground, radio advertising on Capital and Virgin and sampling are all planned.

A spokesman for Food Brokers, Lipovitan’s UK distributors, says: “There will be further advertising in 1999 and the likely outcome is that there will be an agency pitch for the business.”

It is understood that there will be two pitches – one for the creative and media accounts and one for below-the-line work.

CDP and Claydon Heeley International are both likely to be asked to repitch for the business.

The new campaign by Claydon Heeley International uses the line “Energy on the move” and moves away from the previous campaign’s emphasis on Japanese working culture.

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