Magazine article Marketing

CAREERS: Company CV - Britvic Soft Drinks

Magazine article Marketing

CAREERS: Company CV - Britvic Soft Drinks

Article excerpt

Britvic Soft Drinks is the second-biggest soft drinks manufacturer in the UK, behind Coca-Cola. It has a raft of category-leading brands in the UK, including Robinsons, Tango, Britvic, R Whites and J20. Its major brands (excluding Pepsi and 7-Up) are wholly owned in the UK.

Since 1987, the Britvic Group has had exclusive rights in the UK to the Pepsi and 7-Up brands through a 20-year franchise with PBI. The agreement expires in 2007.

Annually, Britvic sells more than 1.1 billion litres of ready-to-drink soft drinks and supplies more than 250,000 retailers. Britvic holds a market share of 23.6% of all ready-to-drink sales.

Britvic Soft Drinks' origins can be traced back to a mineral water supplier of 1784. The name Britvic derives from The British Vitamin Products Company, which began selling flavoured mineral waters in the mid-19th century, later producing fruit juice products containing vitamin C.

The Britvic brand was launched in 1949 and the company adopted the trading name Britvic Vitamin Products in 1971. In 1986, Canada Dry Rawlings, the soft drinks company of Bass and Whitbread brewers, merged with Britvic, and Britvic Soft Drinks was born.

In July this year, Britvic handed its pounds 6m Robinsons account to Bartle Bogle Hegarty. The account was previously held by HHCL/Red Cell. BBH began working on the account from August and has created a TV advertising campaign for the launch of Fruit Spring, which hits the market in January next year.

In August, Britvic ran a pre-launch TV advertising campaign for its rebranded Tango Strange Soda, formerly Freekee Soda. …

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