Britvic is looking for a new home for its famous R Whites ’secret
lemonade drinker’ advertising as part of a move to expand its agency
Agencies are lining up to pitch for a number of Britvic’s smaller soft
drinks brands, including R Whites lemonade, Britvic Fruit Juice, J2O and
Red Card, in a move out of HHCL & Partners.
The company’s Robinsons Barley Water and Tango brands, handled by HHCL,
are not included in the review.
The pitch is being conducted by the Britvic marketing director, Andrew
Marsden. Three small shops are thought to have been shortlisted.
It is understood the decision to move the brands out of HHCL was taken a
year ago, and HHCL has been aware of the intention since then.
HHCL re-introduced the ’secret lemonade drinker’ theme, created in the
70s, in 1993 with a campaign that starred John McEnroe wearing the
nightie first sported by the lemonade drinker’s wife, and subsequently
by celebrities including Ronnie Corbett and Nicholas Parsons.