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
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
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
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
Media is being handled by Manning Gottlieb Media, the incumbent agency
on Virgin Cola.