Britvic has restructured its marketing team to create two separate teams for its own brands and the licensed PepsiCo brands it handles. It has also created a marketing activation division and a category marketing team.
The dedicated Britvic team will be responsible for all its brands, including Robinsons, Tango and Fruit Shoot; with the Pepsi team responsible for working in partnership with PepsiCo UK to drive the Pepsi range, 7Up, Gatorade, V Water and Lipton Ice Tea.
Meanwhile, it has also created a new team that will focus on more detailed in-store marketing initiatives focusing on sales promotion, while the category marketing team will handle category analysis and management, insight and planning.
The changes are effective immediately and all teams will report to marketing director, Simon Stewart (pictured). A Britvic spokeswoman says it is still finalising details of staffing numbers which may lead to some redundancies.
He says: “The new structure will give us a stronger focus on our portfolio opportunities and allow for better use of insight, innovation and marketing activity to drive growth.”
Meanwhile, David Beckham has ended his £2m a year endorsement deal with PepsiCo following a ten-year association with its flagship Pepsi brand. It is believed he will now focus his association with companies including Vodafone and Armani.