Britvic reviews 9m media business

Britvic is reviewing the 9m media planning and buying business for its own brands following the restructure of its marketing department earlier this year.

Britvic is reviewing the £9m media planning and buying business for its own brands following the restructure of its marketing department earlier this year.

The review, handled by Creative Brief, will cover the drinks company’s own brand portfolio including Robinsons, Fruit Shoot and Tango.

Mindshare is the incumbent and has been invited to repitch for the business.

The review comes two months after Britvic announced a restructure of its marketing team to create two separate teams for its own brands and the licensed PepsiCo brands it handles, which includes the Pepsi range, 7Up, Gatorade and V Water.

The £11m PepsiCo business is not affected by the review.

A spokeswoman for Britvic says: “We operate in a highly competitive and dynamic marketplace and it’s important that we continually review and assess our approach to marketing.

“We are currently looking at some new areas of focus for our media planning and buying to ensure Britvic’s brands are well positioned to take advantage of changes in the media landscape.”

Earlier this week, Britvic launched natural fruit juice Juicy Drench in a bid to target adult juice drinkers and will back the launch with a £5.5m campaign.

In November, it launched a tongue-in-cheek “Save Tango” campaign to promote the threat the soft drink faces from the “do gooder” attitude of a nation over obsessed with health.

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