Magazine article Marketing

DIRECT: Vimto Settles Meerkat On-Pack Dispute

Magazine article Marketing

DIRECT: Vimto Settles Meerkat On-Pack Dispute

Article excerpt

Vimto Soft Drinks has reached an out-of-court settlement with integrated marketing agency Meerkat over the idea for a joint promotion with Nintendo.

The undisclosed settlement, confirmed by Warrington County Court late last month, ends a dispute that had run for six months.

It centred on Meerkat's claim Vimto was planning to use promotional works and ideas based on those it presented last year.

Last December, Meerkat said it was invited by Vimto to participate in a competitive pitch for on-pack marketing activity for Vimto carbonates.

Meerkat had negotiated with Nintendo to develop a joint promotion, the details of which it presented to Vimto at the pitch. However, the agency was told that it had not won the account and that Vimto was using Geoff Howe Marketing Communications, which worked on the company's cordial product.

Meerkat claimed Vimto went on to use its concepts and refused to pay the agency for the work, though it made an offer of pounds 1000 as a 'good will' gesture. …

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