FDBusiness.com

Britvic is scaling up its online ambitions with the launch of its first global digital strategy and content studio to work on iconic brands such as Tango, Purdey’s and Aqua Libra. Named Infused, the cutting-edge studio has been purpose-built as part of Britvic’s head office redevelopment in Hemel Hempstead and follows significant investment in marketing – with Britvic’s advertising and promotion spend alone hitting £58 million in 2021.

Infused will shape Britvic’s digital strategy, increase its variety of branded content and provide immediate insights – allowing the company to optimise its online offering in real-time.

With an initial focus on five brands – Aqua Libra, The London Essence Company mixers range, Purdey’s, Mathieu Teisseire syrups and Tango – the studio will enhance the great online interactions Britvic already has with its consumers as well as creating a range of content including videos and animations with increased speed and efficiency for the brands. Over time, the studio plans to expand to support other Britvic brands and markets.

The studio is fundamental to Britvic’s long-term strategy for consumer experience – accelerating the company’s progress online and putting an even greater focus on consumer needs. To achieve this, Infused will support owned channels including search, e-commerce, customer relationship management, and social media community management.

Launching in collaboration with digital agencies The&Partnership and Tag, Britvic will work with the agencies as hybrid in-house partners, with agency individuals and Britvic colleagues working together on key brands across its portfolio. 

Chief Marketing Officer, Matt Barwell, said: “Infused will undoubtedly help accelerate our digital transformation and support our wider market growth ambitions. As we pick up pace on our journey at Britvic, we remain committed to understanding our existing and new consumer bases and where, when, and how they engage with digital content.

“Infused has been created to deliver a new agile dedicated environment to uncover data driven, best in class, growth focused opportunities and we are delighted to be working with the team at The&Partnership to deliver this.” 

The newly developed Consumer Experience team at Britvic is led by Andrea Bernhardt, Director of Consumer Experience who joined the business in early 2021. New specialist roles have been created to strengthen the team, spanning data and analytics, social community, and brand stewardship. 

Andrea Bernhardt said: “I have been in the business for just over a year and in that time, have been focused on building and bringing our consumer experience ambition to life – to drive marketing effectiveness and digital acceleration. I am thrilled to be spearheading this new team and have bold ambitions in terms of what we can collectively build and deliver this year.”