UK: Britvic launches new look 7-Up
Britvic plans to launch new packaging and advertising for its 7-Up brand in the UK to promote a healthier image through its 7-Up Free variant.
The company said today (30 May), that it has invested GBP1.8m (US$3.55m) in its campaign, which is targeted at women aged 35-44, who tend to purchase drinks for the whole family.
Britvic said that the new design will emphasise that 7-Up Free does not contain sugar, preservatives, colourings and caffeine and focus primarily on the natural lemon and lime flavours.
The campaign will run from May until the end of August.
Britvic marketing director Andrew Marsden said: "Whilst this new initiative on 7-Up is reflective of the consumer trend toward health and well-being, it also highlights the importance of taste and refreshment for consumers."
The soft drinks company, which earlier this month purchased C&C's soft drinks business in Ireland and Northern Ireland, has recently seen its rating upped to 'buy' from 'hold' by Citigroup. The broker also increased its price target for Britvic to GBP4.25 from GBP3.35 following the acquisition.
- Most Valuable Spirits Brands in 2017 - The facts
- Diageo Africa president O'Keeffe on beer & spirits
- Travel Retail needs a disruptor - Comment
- Most Valuable Beer Brands in 2017 - The facts
- Is sustainability now as important as financials?
- Diageo ready to lock horns with AB InBev in Africa
- Fever-Tree eyes bumper NPD, pack formats for 2017
- Diageo unveils Blender's Batch in the US
- Heineken mulls M&A with $1.75bn notes issue
- Stock Spirits, Distell add UK to partnership
- Central and East Europe Report Package
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Global vodka insights - market forecasts, product innovation and consumer trends
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Spirit Market in the Top 5 European Countries to 2021 - Market Size, Development, and Forecasts