John Ayling & Associates (JAA) has been appointed to handle the £2m media planning and buying account for adult soft drink brand Shloer.
JAA won the business following a pitch, although it is not clear which other agencies were involved.
The agency has already worked with the brand to develop a strategy for 2007 that aims to make the soft drink appeal to 25to 35-year-old women.
The brand was acquired by SHS group, a privately owned packaged goods company, in early 2005. It is planning to continue to invest in the brand throughout 2007 to build on the product’s relaunch this year.
The launch of the £10m “It’s Your Sparkle” campaign in May aimed to reinforce its position as a premium “table-top” soft drink.
As well as investing in advertising it has also redesigned its packaging and introduced two new variants, Buck’s Fizz and Exotic, in an effort to promote the drink as a non-alcoholic alternative to accompany food.
JAA also aims to help Schloer win market share from rival adult soft drinks such as Britvic-owned Amé.
Last week, JAA announced it has signed a deal with digital media specialist EquiMedia to boost the agency’s online offering (MW last week).
The partnership follows a 12-month trial during which EquiMedia planned and bought online campaigns for several JAA clients, including Barnardo’s and the Royal Society for the Protection of Birds.