In brief

13 June, 2008

Iceni Waters has recruited Shaun the Sheep to promote the benefits of drinking mineral water. Limited edition 33cl sports cap bottles will feature Shaun wearing a diving mask and snorkel on the label, with matching branded shrink-wrap packs for six bottles. Iceni Water is distributed in

the UK by Danfood.

Britvic and PepsiCo have launched a £5 million ad campaign for sports drink Gatorade. It will include outdoor, press and online ads targeting active consumers and professional athletes. The ads aim to show that the drink is scientifically formulated to rehydrate and refuel athletes by showing split images of sportsmen who are half athletes, half scientists. The brand will also be the official sports drinks sponsor of the Mazda London Triathlon (9-10 August), where Gatorade will do sweat tests on race participants.

Robotically operated DVD vending kiosks are being trialled in Tesco, Centra and Applegreen stores in Ireland. The machine is fully automated and includes touch screens so users can rent movies on a pay-as-you-go basis. If the trial is successful, the machines will be made available in retailers in the UK, according to creator Carlos Marco Rider. "The partnerships we are developing with retailers should ensure we achieve substantial coverage across the UK and Ireland by the end of 2008," he said.

To celebrate the recent National Independents' Week and the My Shop is Your Shop campaign, Imperial Tobacco is offering a free prize draw to all its trade customers. To win a Rizla-branded Suzuki GSX-R600 motorbike, retailers should submit their entry at, which also features category advice and tobacco-branded material. The winner will be picked by 1 July.

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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Is blended Scotch overshadowed by single malt in retailers?

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