B’lowfish picks up £3.5m brief to reinvigorate Virgin Cola

B’lowfish Advertising has been appointed to handle a £3.5m marketing campaign designed to revive the fortunes of Virgin Cola.

The appointment was made by Princes Soft Drinks, which now holds the marketing franchises for Virgin Cola. B’lowfish won after a three-way pitch overseen by marketing director David Patmore. The agency already handles online and ambient work for Virgin Mobile.

Activity is scheduled to begin in May and includes consumer advertising, on-pack promotions and in-store marketing. The campaign will focus on Virgin Cola, Virgin Diet Cola and Virgin Vanilla.

Princes stole a lead on Coca-Cola Great Britain by launching Virgin Vanilla in December (MW December 12, 2002). Coca-Cola’s own Vanilla Coke brand will launch at the end of April. Virgin Vanilla is available in two-litre plastic bottles.

Patmore says: “We want a campaign that brings to Virgin Cola some of the benefits of the broader Virgin Group and B’lowfish has understood this.”

In the year to June 2001, Virgin Drinks Company spent £3m on advertising the brand. Rainey Kelly Campbell Roalfe/Young& Rubicam handled the account.

Princes Soft Drinks does not have a media planning and buying agency but says it will appoint one nearer the campaign launch.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now