NEWS: Del Monte appoints BST-BDDP to reposition Fruit Burst soft drink

Del Monte has dropped Young and Rubicam from its Fruit Burst brand and hired BST-BDDP to handle its pounds 1.5 million relaunch of the soft drink.

Del Monte has dropped Young and Rubicam from its Fruit Burst brand and

hired BST-BDDP to handle its pounds 1.5 million relaunch of the soft

drink.



The win, which coincides with Del Monte securing a sponsorship deal for

Fruit Burst with ITV’s International Gladiators, will not affect Y&R’s

position as Del Monte’s main creative agency for Europe.



BST, which has previously handled projects in local markets for Del

Monte, won the business after a creative pitch against Y&R.



The appointment comes as Del Monte is preparing to relaunch Fruit Burst,

which has not received any significant advertising support for four

years.



Gerry Roads, the marketing manager for beverages at Del Monte, said:

‘Fruit Burst has traded off the Del Monte heritage for too long. We need

to make the brand famous and establish a separate identity for mums with

kids.’



The new TV ads, which will break in early summer, will not feature the

‘man from Del Monte’ character. Roads commented: ‘The ‘man from Del

Monte’ doesn’t have the impact, fun and vitality needed when it comes to

kids.’



Roads added that the target market of eight- to 12-year-olds would be

‘accessed through adult humour; all our research suggest it’s not wise

to talk down to kids’.



The sponsorship media strategy, developed through BST, was negotiated by

PHD Big Time and will comprise opening and closing credits and break

bumpers in International Gladiators from 20 April. Media for the TV ad

campaign remains with Y&R.