When rebrands go wrong

(And how to avoid the pitfalls)

Suso Drinks hunts agency to handle 4m account

Suso%20DrinksSuso Drinks, the carbonated fruit juice drink launched by former Red Bull managing director Harry Drnec, is looking for an agency for its 4m advertising account.

It is understood the soft drinks brand is speaking to agencies but has yet to decide whether to hold a competitive pitch for the business. The account is currently handled in house.

Drnec is seeking an agency to develop a campaign targeting younger consumers looking for a health drink. It is expected to run across press and digital.

Suso’s marketing activity currently includes music and sports sponsorship. It has recently signed a deal with a number of high-profile names, including World Cup winning rugby union player Mike Tindall.

Suso, which has been praised by retailers as an “innovative” drinks brand, has secured listings across retailers including Asda, Superdrug, Saintsbury’s and Tesco. It is due to be launched later this month.

The brand is headed by joint chief executives Sean Uprichard, the former head of marketing for rival brand Relentless, and Andrew King, who is also chief executive of fruit puree label Funkin.

Suso, which is likely to cost between 90p and 1.50, will come in 250ml can sizes and three flavours - Absolutely Berry, Positively Orange and Totally Lemon.

The packaging will carry the strapline “All or nothing” which will sit alongside the overhaul branding strapline of “No can’t do”.

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