Virgin Cola has forged a promotional tie-up with Channel 4 music programme T-mobile Transmission as part of its first major relaunch marketing activity.
It is also the first marketing initiative for the soft drinks brand since Silver Spring Mineral Water Company, the independent drinks company, secured the licence to produce and market the product from Sir Richard Branson’s Virgin Group in August last year.
The tie-up with T-mobile Transmission will see Virgin Cola products provided for staff and guests from July 16 to August. The deal was brokered by Virgin Cola’s agency Sagittarius Marketing.
Michael Spencer-Wright, Sagittarius Marketing’s business strategy and development manager, says the tie-up on will form part of the soft relaunch of the brand and it is currently negotiating deals with other events.
He adds: “We’re repositioning it as a quality brand – a premium cola but not at a premium price. It’s a step-by-step process with regard to marketing activity, selecting the right type of events as we move ahead.”
He adds Sagittarius will then look at other marketing initiatives for the brand, which are expected to launch next year.
The renewed marketing activity is also extended to Silver Spring’s flagship flavoured water brand, Perfectly Clear. It has signed a promotional deal with the Kent Messenger regional newspaper group to offer readers a free bottle of the water brand with the purchase of a paper.
Silver Spring also produces and distributes energy drink Pulsar and vitamin and caffeine drink brand Taurine.