Virgin Cola has appointed the Leeds agency, CWG to handle the £4 million launch of a new range of energiser drinks following a two-way pitch against Rainey Kelly Campbell Roalfe/Y&R.
The range comprises a non-alcoholic brand, DT for daytime, and an alcoholic brand, NT for night time. Both DT and NT come in the same three flavours of original fruit, lemon and sea breeze.
The ad campaign will break in early June with television 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 middle youth 25- to 34-year-old 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, sales director at 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.