LONDON: Unity has landed the UK consumer PR account for the Lucozade Energy drink in the wake of the brand's sale to Japanese drinks group Suntory.
Lucozade and Ribena are under new ownership following the completion of a £1.35 billion (about $2.2 billion) deal between GlaxoSmithKline and Suntory. Last month, Suntory also said it planned to buy American bourbon company Jim Beam.
There was no incumbent on the Lucozade Energy account. Unity, which also works with Ribena, was appointed without a pitch.
Lucozade Sport, which was also bought by Suntory, has a separate account handled by Speed. The trade PR account for Lucozade and Ribena also remains with Cirkle.
The in-house marketing and PR team of Lucozade and Ribena are understood to have transferred from GSK to Suntory, including Lucozade marketing manager Lesley Stonier.
“We were immediately impressed by Unity's deep thinking and obvious ability to deliver engaging and insightful PR brand strategy,” Stonier said.
Unity is tasked with boosting Lucozade's brand awareness among 16- to 24-year-olds through a series of creative PR campaigns based around music, spontaneity, and the brand's Yes Moment thinking – which it describes as the moment when energy flows and everything clicks.
This story originally appeared on the website of PRWeek UK.