Britvic hands Hicklin Slade £4m Red Devil

Britvic Soft Drinks has appointed Hicklin Slade to work on a £4m marketing campaign for its recently acquired energy drink Red Devil.

Britvic bought the cherry-flavoured energy drink in August last year (MW August 29, 2002) to widen its portfolio and grab some of the £250m spent on energy drinks in the take-home market. The drink will compete in a still growing sector against brands such as Red Bull, Burn and Shark.

Hicklin Slade worked on the launch of Britvic’s previous entry into the functional energy market, Carbon, launched in late 2000. Carbon was created as a stimulant mixer for dark and white spirits and has now been axed. MindShare will handle media planning and buying.

The campaign for Red Devil is still being formulated, but is likely to include radio, digital and outdoor advertising and a sampling programme.

Red Devil was launched in the UK in 1998 with distribution rights held as a franchise by the Maritime Foods Group. The brand gained notoriety with a television advertising campaign featuring former footballer Vinnie Jones encouraging a bird to fly into a window.

Hicklin Slade was founded five years ago as an integrated agency, and clients have included Camelot and Guinness UDV.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

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