Britvic hires The Wire star Idris Elba to win new customersComments Off on Britvic hires The Wire star Idris Elba to win new customers
Britvic is hoping a tie-up with actor Idris Elba will pull in more health-conscious customers, the boss of the drinks maker said today as he downplayed “sugar-tax” concerns.
The British star of The Wire is the ambassador for its fruity energy drink Purdey’s Edge, which counts as one of your five a day.
Chief executive Simon Litherland said the campaign would appeal to 20-to-35-year-old consumers.
Litherland said growth was still possible despite a proposed tax which could add up to 24p to the price of a litre of fizzy drink.
He told the Standard: “We have been focused on ‘better-for-you’ products for some time.”
The Tango owner revealed it has won a contract to have its products stocked in sandwiches chain Subway in the UK.
Sales rose 5.1% to £678 million in the 28 weeks to April 10.