July 4, 2008

Britvic and PepsiCo’s launching of a £5 million Gatorade advertising campaign recently didn’t pass us by – in case you were wondering. No, we were playing our usual game of “what if?” So, lets get to it…here’s what we’d have planned if PepsiCo had chosen us to handle the Gatorade campaign. Sports drinks formed £154 million of the UK drinks market in 2007 (up 16% on the previous year) and we would seek to capitalise on this burgeoning popularity with involvement in high-profile sporting activities as a cornerstone of our campaign.

There is a time and a place in any industry where going it alone is not the best option (and sometimes it’s downright foolish), which is why we thought we’d broach the subject of partnerships.  To further clarify this – potentially complicated – subject; we refer specifically to agency partnerships whilst working on individual accounts. The first question that has to be addressed in relation to any kind of partnership idea is – why bother having one? We believe specialist skills can add significant value to brands...find out more! 

We tend to talk a fair bit about how useful, progressive and downright effective experiential and buzz marketing is (or, to qualify that, can be when done right) – so, who’s doing what, where and why? Well…