Barr relaunches Taut with new look and first national advertising campaign
Date Posted: 11 Sep 08
Posted By: Paul Caffell
Keywords: None
Following Barr’s acquisition of the TAUT sports drink brand in January this year, the company’s much anticipated re-launch of the brand will take place from September 2008.
The Still Sports and Energy drinks market is worth £170m and continues to grow strongly, with a value growth of +17% and volume growth of +22% for the 52 weeks ending 12th July 2008 (source: Neilsen). TAUT is a key brand in this market, delivering excellent sales growth of +166% year on year*.
TAUT’s re-launch is focused on a new and improved functional sports bottle together with a new pack presentation which highlights the brand’s high performance credentials and its status as THE natural sports drink. Unlike other sports drinks on the market TAUT is formulated with only natural ingredients and contains no preservatives, artificial sweeteners, flavours, colours or stabilisers / emulsifiers. The range will consist of 3 isotonic variants which do not contain salts and a fourth variant TAUT Endurance which is formulated with a higher level of salts than other sports drinks for those consumers who engage in high intensity sporting activities.
Adrian Troy, Head of Marketing said:
“The sports and energy drinks market presents a huge opportunity for growth for those brands that deliver a clearly understood point of difference to consumers. We estimate that 20,000,000 of the UK’s population are active in sports & exercise but only half of these regularly drink Sports drinks because they either don’t like the taste, find them a little sickly to stomach during exercise or have concerns about the ingredients. This is a huge sales opportunity which we believe that TAUT can tap into.
“There is a real contradiction between exercising and training for a strong healthy body and then rehydrating with a sports drink that contains artificial additives. We are very excited about the re-launch because TAUT will drive sales from existing sports drinkers as well as bringing new consumers in from people who currently reject sports drinks on taste and artificiality.”
TAUT’s marketing in 2008 will see the brands first national advertising campaign through press and outdoor. TAUT will run an extensive sampling campaign so that consumers can see for themselves how good the new range tastes.
The brand will also re-launch its website and TAUT’s brand ambassador Sir Matthew Pinsent will be involved in the marketing programme as the campaign progresses. TAUT’s range consists of 3 isotonic variants Goji & Pomegranite, Orange & Mandarin, Cranberry & Blackberry and a fourth variant TAUT Endurance in Salted Lemon flavour all with a recommended retail price of £1.09.
* source: Neilsen 52 week ending May 2008.
For further information:
Mark Jephcott. PR Manager Barr Soft Drinks. Tel: 01204 664200.
Email: markjephcott@agbarr.co.uk
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