Britvic owned plant-based drinks brand Plenish operates in crowded markets, such as juice shots and milk alternatives. It is banking on its differentiated product to stand out.
The marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
The soft drinks business hailed an “outstanding” first half of the year, which saw it return to volume growth as marketing spend ramped up.
Britvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.
Britvic-owned soft drinks brand Tango is three times bigger than it was in 2018 but it is still confident there is ‘huge opportunity’ to grow through innovation, strong retailer relationships and its revived ‘You’ve Been Tango’d’.
The drinks company is in a ‘transitionary phase’, says its CEO, with the goal that it will return to volume growth, rather than driving revenue growth through higher prices, as it has been doing during the period of higher inflation.
There was “limited” switching from Britvic’s brands to private label competitors, claimed CEO Simon Litherland, as the company offered consumers “great quality, choice and value”.
Tango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
An experienced FMCG marketer, Munnawar Chishty has been hired to boost Britvic’s digital marketing transformation and help shape the new marketing direction of squash brand Robinsons.
Investment is particularly being made behind the Robinsons brand, which the business expects to be “challenged” by private label brands next year.
Ten years in and following its acquisition by Britvic, plant-based drinks brand Plenish is on a mission to achieve the next level of growth.
The best marketing leaders value both introverted and extroverted team members, question everything, and listen to those with better expertise, says Britvic’s commercial growth and marketing director.
Britvic wants to tackle today’s economic challenges head-on, says commercial growth director Bruce Dallas, using innovation to explore new categories and markets.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.