Britvic has restructured its agency roster handing Bartle Bogle Hegarty responsibility for the Tango and J2O brands, which was previously held by CHI & Partners. The move will see BBH focus on Britvic’s core brands, while CHI will handle new product launches.
The changes extend BBH’s relationship with Britvic, which already handles Robinsons, while CHI will continue to handle Drench, as well as the soft drinks company’s smaller brands which includes Pennine Spring, Ame Drinks and Purdey’s, which do little marketing activity.
Simon Stewart, Britvic marketing director, says: “Both agencies will also gain from this consolidation with BBH looking at a renewed focus on our core brands and CHI & Partners picking up current and future new product accounts.”
In August last year, CHI launched a new campaign (pictured) to support the changes made to Tango’s formulation. The campaign called “Tango’s been in rehab” aimed to promote the fact that Tango is now free from artificial colours and artificial flavourings.
CHI also launched a campaign for Drench last month featuring the character Brains from Thunderbirds, with the strapline “Brains perform best when hydrated”. It is the brand’s first TV ad. The new campaign follows news earlier this year that Drench has been struggling to get listings in supermarkets, despite a £2.4m overhaul (MW, January 10).
MindShare, which handles the media planning and buying for Britvic has been unaffected by the agency restructure.