Britvic appoints CHI for mineral water task

Britvic Soft Drinks has appointed roster agency Clemmow Hornby Inge (CHI) to relaunch Pennine Spring and Fountain Head, the two mineral water brands it acquired last year, to take on established players such as Perrier and Volvic.

Britvic bought Pennine Spring and Fountain Head from Benjamin Shaw & Sons in November to give the drinks company more presence in the growing bottled water market.

It intends to give both brands a major marketing push this year, although it is staying tight-lipped over the level of planned marketing investment. It has appointed Inferno to handle direct marketing.

CHI already handles Britvic’s Tango brand after being appointed to the business in 2002 (MW February 7, 2002). Bartle Bogle Hegarty handles the Robinsons brand. Britvic also markets the Abbey Well brand under licence.

Soft drinks companies have had to overhaul their brand portfolios in response to changes in consumer tastes and the trends towards healthier lifestyles.

Coca-Cola Great Britain tried to steal a lead in the bottled water market with the failed launch of “purified water” Dasani last year. Rival Princes Soft Drinks bought the Aqua Pura brand from Well, Well, Well in June last year to bolster its offering, while Danone Waters is gearing up to launch its new Shape water in a campaign fronted by television presenter Cat Deeley (MW November 11, 2004).

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