UK: Britvic launches Juice Up £1.5m campaign
As part of a £1.5m campaign, Britvic has carefully chosen its broadcast schedule to reach both older children and teenagers. It is determined to maximise the potential of a product, they believe will add £53m to the category in grocery multiples alone.
"This is not just more run-of-the-mill advertising to kids, it is advertising for kids," said Britvic marketing director, Andrew Marsden.
"They are an upbeat and gritty portrayal of 14 year-olds taking life as it comes, with optimism and honesty."
Commenting on Juice Up, Marsden said: "The timing is right for a nutritious new drink that satisfies cool kids and health aware mums. The response to Juice Up has already been extremely positive and we are confident that it will re-energise the fruit drinks sub category, driver market value and increase customer profit."
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