Britvic Softdrinks has confirmed Ketchum Life as the victor in the
pitch for its carbonated drinks portfolio.
Ketchum Life had to resign its brief with Procter and Gamble's fruit
drink brand Sunny Delight to take the account, which includes Pepsi,
Tango, R Whites lemonade and Idris, the ginger beer.
Incumbent agencies Freud Communications and Henry's House both pitched
for the work. Freud will continue as retained agency for Pepsi Cola, for
which it handles UK corporate and international PR (PR Week UK, 15
Freud director Oliver Wheeler said: 'Unfortunately we will no longer
work with Britvic as an extension of our global PepsiCola
According to Britvic, the company tasked agencies with creating a
programme to 'get youth to do half our marketing'.
Work starts immediately with Freud and Henry's House continuing until
the end of the year on projects. Ketchum Life's team will include staff
from its 'youth influencer' unit led by deputy MD Jenny Swift.
Britvic also uses Hill and Knowlton for its Juice Up brand, which rivals
Sunny Delight, as well as Ame, Purdeys, Aqua Libra and Robinsons
Speculation on the acquisition of Britvic by a major softdrinks company
continues, with Pepsi tipped as a frontrunner.
Now that Freud Communications does not work for Britvic, it would be
free from any conflict of interest should such a situation arise.