Nexus clinches soft drinks task

The British Soft Drinks Association (BSDA) has responded to the obesity- related backlash from the media with the appointment of Nexus Communications Group as its first external PR agency.

‘Sales of soft drinks did very well last year so we are doing something right by consumers, but we felt there were facts reported in the media about the industry that we believe were not correct,’ said BSDA public affairs manager Richard Laming.

The primary comms objective of BSDA, which represents soft drinks, fruit juices and bottled water manufacturers such as Coca-Cola, is to ensure consumers and stakeholders ‘understand the positive role soft drinks play in diet, as well as the range and diversity of the drinks available to consumers’, said Laming.

Nexus’s brief extends beyond diet and health to cover environmental and labelling issues. Initial PR activity will target government figures, health professionals, healthcare education groups, schools, parenting groups and GPs. It secured the account after a three-way pitch.

In a separate move, Nexus has set up Nexus Health Education, specifically to provide clients with advice on health issues such as obesity.

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