Virgin Cola hires Cake for launch of energy drinks

The Virgin Cola Company has appointed youth marketing specialist Cake to handle the launch of its new energy drink range, following a competitive pitch.

The Virgin Cola Company has appointed youth marketing specialist

Cake to handle the launch of its new energy drink range, following a

competitive pitch.



The drinks, which appear next month, come in two types, with three

flavours in each range. The ’dt’ range is an energy drink for the

daytime; while ’nt’, for night-time, is an energy drink with a shot and

a half of Virgin vodka added. Both are being targeted at 18- to

24-year-olds.



A budget of pounds 4 million has been allocated for the launch, which

includes television, radio and poster advertising, plus nationwide

sampling. The brand is also a sponsor of the Radio 1 Love Parade, held

in Leeds in July.



Mike Mathieson, managing director of Cake, said activity would be based

around a ’run to your own time’ strapline.



The account will be led by account director Claire Curran, who reports

to Emma Hart, PR manager at the Virgin Cola Company. It is the fourth

Virgin brand handled by the agency, which also works for Virgin

Megastores, the V2000 music festival, and virginstudent.com.



- Cake has launched a new media marketing arm. Cake New Media is headed

by Jez Jowett, with a team of six including programmers. It already has

clients worth nearly pounds 2 million in fees.



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