Brand communications agency Richmond & Towers has been appointed by cranberry juice brand Ocean Spray to unveil its brand-new on-the-go cranberry drink, Sparkling Pink – in a bid to crack the fast-growing ‘naturally sparkling’ soft drinks market in the UK.

The announcement follows hot off the heels of a string of wins for R&T which has bolstered its food & drink division after recent appointments from Masons of Yorkshire, Rombouts and Lily O’ Brien’s. 

R&T’s answer to Ocean Spray’s London-centric brief includes a high-impact print and online media partnership with Time Out London, as well as a targeted consumer media relations programme. All activity will fall under the banner ‘Bubbles with benefits’, designed to encourage 35-54-year-old health & wellness shoppers to discover the new low-calorie sparkling proposition which has the added benefit of vitamin C.

R&T’s CEO Nikki Thomson explains: “We’re delighted to be given the opportunity to work with Ocean Spray and help the brand to launch such an exciting new proposition into the UK market. We have a history of handling successful brand launches, particularly in the wellbeing space, and with this sector well and truly thriving at the moment we’re confident that our campaign will strike a chord with new shoppers and drive rate of sale. We can’t wait to get started!”

Ocean Spray Europe’s Marketing Director, Ken Dolan adds: “We were impressed by Richmond & Towers’ strategic and creative solution to our brief. The ‘naturally sparkling’ soft drinks market is new territory for us, but R&T demonstrated a solid understanding of the sector as well as our target consumer. That said, we’re confident that we’ve picked the right partner with the right know-how and expertise to deliver a hugely successful launch for Ocean Spray Sparkling Pink.”

The account will be handled by R&T’s wellbeing division.