101 wins Britvic’s Drench plus R. White’s

London indie agency 101 has won Britvic’s Drench spring water account from incumbent CHI & Partners. It has also been rewarded with other Britvic brands including R. White’s lemonade, famous back in the day for its ‘Secret Lemonade Drinker’ campaign (below).

!01, whose partners include former Cadbury marketing director Phil Rumbol, is carving out quite a niche in FMCG business. Last year it launched content campaign ‘5 Stage of Tang’ for flagship Britvic brand Tango.

Britvic GB marketing director Kevin McNair says: “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. We’re delighted to extend our relationship to a much broader remit after the great work they’ve been doing for Tango.”

101 creative director Mark Elwood says: “Great news. Creatively, these are brands that are as ambitious as we are. We can’t wait to get started.”

Not so great news for CHI, which seems to have lost its new business mojo (temporarily no doubt). It has been a runner-up in a host of supermarket pitches.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.