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Britvic launches campaign for
adult-targeted soft drink

LONDON - Britvic is launching a Japanese-themed cinema advertising campaign for its adult-targeted soft drink brand Ame, as part of its ongoing 18-month, £2m brand awareness work.

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The campaign, created by Barrett Cernis, depicts a geisha girl standing in an authentic Japanese garden. She is being cleansed by light rain, which is washing away all the geisha make-up to reveal a modern woman underneath.

The 60-second films were inspired by the drink's Japanese name, which means "gentle rain". The drink is targeted at women in the 25-plus market.

The campaign will run in conjunction with America's Sweethearts, the film starring Hollywood actors Julia Roberts and Catherine Zeta Jones, at cinemas across London and the South throughout November and December.

The cinema ads will be followed up by a press campaign in December and January. The press campaign will be an extension of the brand's summer press campaign, which ran in the women's and food and drink press.

Barrett Cernis took on the Ame account a year ago. Britvic acquired Ame in July 2000 when it bought Orchid Drinks, which also includes Aqua Libra and Purdey's.

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