Britvic: Building marketing capability

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

Background

In 2013 Britvic set out its 2020 vision to create 3 $1bn brands (retail)

Historically the company had been a successful bottler for PepsiCo brands with 85% of sales in GB.

The vision meant a change in mind-set to being a great brand owner not only a great bottler with a change in capability to generate demand-led growth for own brands Fruit Shoot, Robinsons, J20 and Tango.

Marketing talent had been recruited from other FMCG companies and, as each person arrived with new tools and philosophies, the "way" marketing was carried out was disparate and disjointed.

Where brands had...

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