Britvic Soft Drinks has handed the &£6m advertising account for its Robinsons soft drink brand to Bartle Bogle Hegarty (BBH).
The pitch for the brand was co-ordinated by Agency Insights and is believed to have seen Britvic roster agency Clemmow Hornby Inge come head to head against BBH. Category director Andrew Marsden oversaw the pitch.
The account was previously held by HHCL/Red Cell and the review was prompted by the Red Cell network’s links to Coca-Cola in the US.
The latest Coke ads to hit the UK, featuring Friends actress Courtney Cox-Arquette, are a collaboration between Berlin Cameron Red Cell and McCann-Erickson.
HHCL & Partners held the Robinsons account for eight years, during which time it developed the “New Thinking, New Drinking” activity for Robinsons Fruit Shoot. The agency also launched Britvic’s Tango range in 1991, but lost the &£5m account to CHI in February 2002.
Some 246 million litres of Robinsons were consumed in the take-home market in 2002 – worth &£232m. This is an increase of ten per cent and 14 per cent respectively on the previous year (AC Nielsen). The brand invested &£1.5m in an on-pack promotional tie-up with the Disney animated film Lilo & Stitch in October last year.