The drink, which is being distributed by Drinks Express, is to launch in competition with established smoothie brands, such as Innocent and P&J Smoothies, as the newcomer tries to tap into the growing popularity among young people who are seeking convenient products to help keep them healthy.
"The launch will target young professionals predominantly in urban areas, who live life to the full, but know they should take more care of themselves," Chris Whitson, planning director at Clark McKay & Walpole, said.
The work will begin with a drive to create awareness of the brand using tube cards and six-sheet posters at train stations later this year. This will be supported by a direct mail campaign to retailers, drinks buyers and wholesalers in the UK in the new year.
The drink is to positioned as a healthier alternative to what's already in the market, with new flavours and added ingredients such as feijoa, which are not as accessible in the UK as they are in New Zealand.
David Nielson, managing director of Drinks Express, said: "In the UK, the smoothie market has been dominated by one flavour, strawberry and banana, and I believe that, as smoothies become more commonplace, customers will look for something different. Re:Juice products contain ingredients with overt health benefits such as spirulina and echinacea but, most importantly, they're just great-tasting drinks."
As well as highlighting the drink's new flavours, the campaign will emphasis that the drink also tastes great.
Clark McKay & Walpole was handed the work without a competitive pitch. The agency has been briefed to market the brand across all marketing channels.
The agency launched in 1995. It employs 82 people and has annual turnover of 拢40.5m. Its clients include marbles, Carphone Warehouse, WeightWatchers, London Stock Exchange and Porsche Cars GB.
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