Britvic, a renowned soft drinks company, has taken the initiative to revamp its marketing strategies by shifting its focus to creating ‘ecosystems’ rather than simply promoting products. Cindy Tervoort, the company’s chief marketing officer, has been at the forefront of this change in mindset since assuming the role six months ago. This new approach is aimed at driving category and brand penetration and meeting the ever-changing needs and preferences of consumers in the food and drink industry.
One of the company’s key strategies is to offer beverages for all moments of the day, catering to a wide range of consumer preferences from morning to night. This diverse product range includes Plenish ginger shots, sugary Tango cans, and London Essence flavored tonic water, covering a variety of flavours and functions tailored to different needs.
Additionally, Britvic has been acquiring startup brands with the potential to tap into various market segments and needs. For example, the plant-powered drinks brand, Plenish, provides oat milk, ginger shots, and soups, targeting consumers who are seeking healthy and natural ingredients. Furthermore, the water brand Aqua Libra not only sells flavoured water but also offers smart water taps for homes and businesses, promoting hydration in a unique and comprehensive manner.
Moreover, Tervoort underscores the significance of preserving the authenticity and individuality of these brands by implementing an incubator model. This model allows the acquired brands to maintain their core values while leveraging the support and resources of the parent company.
To support its innovative marketing strategies, Britvic has undergone a digital transformation, with a focus on e-commerce and direct-to-consumer channels. This transformation includes the establishment of an in-house studio for producing daily content and experimenting with various marketing approaches in line with a startup mentality.
Furthermore, Britvic is capitalizing on emerging trends in the food and drink industry, such as evolving health preferences, changing alcohol consumption habits, and the demand for bold and exciting flavours. These trends have also influenced the company’s product marketing, with an emphasis on health benefits, premium adult socializing, and appealing flavours.
The company’s dedication to creativity is evident in the revitalization of its iconic Tango brand, which has experienced significant growth and remains relevant among consumers. Tango’s recent marketing campaigns and innovative packaging reflect Britvic’s commitment to breathing new life into traditional brands while staying connected with contemporary trends.
In conclusion, Britvic’s strategic shift towards marketing ecosystems instead of products reflects the evolving landscape of the food and drink industry. By embracing innovation, creativity, and a deep understanding of consumer needs, the company is setting a new standard for marketing in the sector. As consumers continue to seek unique and authentic experiences, Britvic’s approach serves as a testament to the power of adapting to changing market dynamics and consumer preferences.
We invite you to join us as we delve into the latest trends in the food and drink sector during The Drum’s Food & Drink Focus, where we explore the industry’s most captivating developments.
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