Britvic Soft Drinks has appointed roster agency Clemmow Hornby Inge (CHI) to relaunch Pennine Spring and Fountain Head, the two mineral water brands it acquired last year, to take on established players such as Perrier and Volvic.
Britvic bought Pennine Spring and Fountain Head from Benjamin Shaw & Sons in November to give the drinks company more presence in the growing bottled water market.
It intends to give both brands a major marketing push this year, although it is staying tight-lipped over the level of planned marketing investment. It has appointed Inferno to handle direct marketing.
CHI already handles Britvic’s Tango brand after being appointed to the business in 2002 (MW February 7, 2002). Bartle Bogle Hegarty handles the Robinsons brand. Britvic also markets the Abbey Well brand under licence.
Soft drinks companies have had to overhaul their brand portfolios in response to changes in consumer tastes and the trends towards healthier lifestyles.
Coca-Cola Great Britain tried to steal a lead in the bottled water market with the failed launch of “purified water” Dasani last year. Rival Princes Soft Drinks bought the Aqua Pura brand from Well, Well, Well in June last year to bolster its offering, while Danone Waters is gearing up to launch its new Shape water in a campaign fronted by television presenter Cat Deeley (MW November 11, 2004).