Virgin Cola relaunch to target teen market

Virgin Cola is relaunching with a new formulation and packaging in an effort to target the younger teenage market.

The relaunch will be backed by television and outdoor advertising and will result in the axing of brand extensions Virgin Vanilla and Caffeine-Free Cola.

Princes Soft Drinks, which has the licence to distribute and market Virgin Cola, has appointed Big Communications of Leicester, a full-service agency, to handle all marketing for the product.

The campaign will carry the strapline: “It won’t change your life, it’s just a great new taste.”

John Ayling & Associates will handle media planning and buying.

A spokeswoman for the brand, now in its tenth year, says the reformulation will make the cola sweeter and more suited to the UK palette. The new product should be on the shelves by May.

Outdoor activity will be implemented on launch. The supporting television advertising will be held back until after this summer’s Euro 2004 tournament, as cola rivals Pepsi and Coca-Cola Great Britain will be leveraging the event for their marketing.

Virgin Cola launched Virgin Vanilla in December 2002 to steal a march on Coca-Cola Great Britain (MW December 12, 2002).

Big managing director Chris Morris says: “Clearly we don’t have the enormous budget to use teeny pop idols in big-number productions, but we’ll be making as much noise as we can to establish Virgin Cola as a credible choice.”

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