SmithKline Beecham (SB) has hired Countrywide Porter Novelli on a pounds 500,000 consumer PR brief for its Ribena Original and Ribena Toothkind brands.
The agency won the work after a four-way pitch. It already handles issues management for Ribena and has worked on consumer projects. It also helped launch Ribena Toothkind in April 1998.
CPN has a brief to raise awareness of the danger of children's tooth erosion among young mothers, and highlight the advantages of Ribena Toothkind over other soft drinks. It will also promote the so-called health benefits of Ribena Original to a target audience of 18 to 30-year-olds.
But CPN will have to overcome some negative messages about the sugar content of Ribena Toothkind. SB says Ribena minimises risk of tooth decay.
But a Which? survey of the levels of sugar in fruit drinks claimed that, while Ribena Toothkind caused less tooth erosion than other fruit drinks, it was still deemed to be less-than-kind to children's teeth.
CPN director Colin Shevil will head the account, with both the Ribena Original and the Ribena Toothkind teams reporting to him. He reports, in turn, to Rachel Harris, senior brand manager at SB.