It is believed that the soft-drinks giant will appoint one of its UK agencies to handle creative duties for the brand. It is understood that Britvic is to run a soft-launch first, and substantial marketing support is not expected this year.
Richard Collins, Britvic's director of brands marketing, said Gatorade is in a transitional period in the UK and that he is taking a 10-year view of its growth. 'As a challenger brand it has huge potential,' he added.
Last year Britvic announced plans to expand Gatorade's UK presence by making it available in vending machines in sports and leisure outlets (Marketing, 16 November). This was backed by a campaign starring footballer Frank Lampard.
A spokesman for Britvic owner PepsiCo said there are no plans to appoint a UK agency for the brand.
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