NEWS: Orchid appoints CKT to its pounds 1.5 million account after three- way pitch

Cowan Kemsley Taylor has landed Orchid Soft Drinks’ pounds 1.5 million account, which embraces brand names such as Aqua Libra, Purdey’s, Jive and Ame.

Cowan Kemsley Taylor has landed Orchid Soft Drinks’ pounds 1.5 million

account, which embraces brand names such as Aqua Libra, Purdey’s, Jive

and Ame.



The advertising, which will concentrate on press work, is likely to

focus on the Purdey’s and Ame brands. Ame will be positioned as a non-

alcoholic alternative for drinking at dinner parties, and Purdey’s is to

be revitalised and aimed at a younger audience.



Paul Cowan, the managing partner of CKT, which beat Bean MC and Artwork

Consortium to the business, said: ‘Orchid is a dynamic, young company,

and we have created some sharp and irreverent ads.’



Ame advertising will appear in upmarket, quality press and women’s

magazines, while Purdey’s will target a young, urban audience.



Richard Wise, the Orchid marketing director, said: ‘CKT’s creative work

was outstanding. We look forward to launching its work for Purdey’s and

Ame in the summer. This is our biggest investment in advertising to

date.’



Until now, Orchid has been cultivating its portfolio of brands without

doing any significant advertising, and there was no incumbent on the

account. The three-way pitch for the business had a creative focus, and

a media appointment has yet to be made.



Orchid, which was formed four years ago, is one of the fastest-growing

companies in the non-alcoholic drinks sector. It bought the Aqua Libra,

Purdey’s, Norfolk Punch and Dexters brands from International Distillers

and Vintners in September 1994.



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