Mantra PR has been taken on to launch PurpleRonnie.com, the
official website of greetings card character and merchandise spin-off
The cartoon, created by Giles Andreae, shot to cult prominence after
being adopted as the mascot of the Vimto drinks line, owned by the
The vast array of associated products now stretches from books and mugs
to mobile phone covers, all bearing the character's rhyming
The account was won following a non-competitive pitch, which Mantra's
head of consumer PR Edward Waldron-Davies claimed was as a result of the
Waldron-Davies, who leads the account team, reports to web developer
Monkey Island, which has been commissioned to create the site.
The account will operate on a retained basis, and sees Mantra dealing
exclusively with the website, not the offline product.
The site features the famed poems and games based on the character, as
well as opportunities to advertise and sell merchandise via the web.
The brief, which is the first PR appointment for the character itself,
will see the agency undertake media-oriented stunts throughout the
summer to increase the site's awareness.
Manchester-based agency Communique Public Relations currently handles
all PR for the Vimto brand.