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