Virgin hires CWG to sell new drink range to the youth market

Virgin Cola has appointed the Leeds agency CWG to handle the pounds 4 million launch of a new range of energiser drinks following a pitch against Rainey Kelly Campbell Roalfe/Y&R.

Virgin Cola has appointed the Leeds agency CWG to handle the pounds

4 million launch of a new range of energiser drinks following a pitch

against Rainey Kelly Campbell Roalfe/Y&R.



The range comprises a non-alcoholic brand called DT, which is meant for

daytime consumption, and an alcoholic brand called NT, which is designed

to be consumed at night.



Both DT and NT come in the same three flavours: original fruit, lemon

and sea breeze.



The ad campaign will break in early June with TV and poster

activity.



It is set to be fronted by a high-profile young British actor with

direct appeal to the core market of 18- to 24-year-olds and the

secondary 25- to 34-year-old middle-youth market.



CWG was invited to pitch for the business on the back of its work on the

alcoholic energiser drink Red Square, which competes against Bacardi

Breezer.



The creative idea behind the launch centres on DT and NT allowing people

to run their lives at their own pace - with DT and NT replacing am and

pm.



The emphasis is as much on the effect that the energiser drinks deliver

as the taste.



Dave Sewards, a director of CWG, said: ’The way we’re positioning this

launch is that they help you live life 24 hours a day. DT and NT replace

am and pm. Instead of people being dictated to by clocks and rush hours,

people can, by drinking these products, live life the way they want

to.’



Media is being handled by Manning Gottlieb Media, the incumbent agency

on Virgin Cola.



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