Media Relations: Sports drink Taut steps up activity

Taut Isotonic is bidding to stand out from the glut of energy drinks on the market by positioning itself as the only sports beverage made with natural ingredients.

It has hired Nexus PR to develop a campaign to extend its distribution.

It will target print and broadcast media, including health magazines.

The agency will also support sampling in stores and gyms, as well as event sponsorship, with the aim of adding to Taut's list of distributors, which include Tesco, Sainsbury's and LA Fitness.

Nexus won the £100,000 account in a three-way pitch for which 18-month incumbent The SPA Way declined to take part. Nexus account director Anji McGrandles leads the brief.

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