Agencies line up to compete for Britvic niche drink brands

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 roster.

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

roster.



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.