Britvic has appointed 101 as the lead creative agency for its Drench brand.
Winning the account from the incumbent CHI & Partners, 101 has been handed responsibility for a broader suite of brands including R. Whites lemonade.
Kevin McNair, GB marketing director at Britvic, commented: “Drench is a key brand in our portfolio, and 101 impressed us throughout the process with the passion and ideas they’ve shown for it.”
In 2014 101 was appointed to fellow Britvic brand Tango which led to last year's '5 Stages of Tang' campaign. McNair added: “We’re delighted to extend our relationship to a much broader remit after the great work they’ve been doing for Tango.”
Of the win creative director at 101, Mark Elwood, said: “Great News. Creatively, these are brands that are as ambitious as we are. We all can’t wait to get started.”
Earlier today Britvic marketing head, Matt Barwell, called for advertisers to rethink their marketing to children in a bid to curb Britain's obesity crisis.