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Taut Energy Drink partners with Triathlon Champ Hollie Avil

TAUT, the sports drink purchased by AG Barr in Jan 2008, has announced its latest campaign featuring newly signed World Champion triathlete, Hollie Avil.

Avil, the Olympic athlete who is also sponsored by Adidas, has signed up a four-year deal with TAUT to appear in a campaign developed by TBWAManchester. Spanning press and online, the work is designed to strengthen and communicate TAUT’s unique offering within the sports drinks market.


Adrian Troy, Marketing Director at AG Barr, commented, “Hollie is a great fit for the campaign, especially at a time when TAUT has been announced as official sponsor of the British Triathalon Federation.

“Her qualities complement what the brand stands for – natural ingredients and natural performance – factors which appeal to those who work so hard to keep healthy and fit, and who are concerned about what goes into their bodies.”

The campaign leads with the sports drink’s brand line: ‘Keep up the good work’, suggesting that athletes needn’t undo all their hard work with any unnatural and artificial drinks; but instead choose TAUT to improve their performance.

Fergus McCallum, CEO at TBWAManchester adds, “TAUT has great potential within its market. By teaming up with an Olympian, we’re looking to reach even more sports people, get them thinking about what sports drink they’re drinking and ultimately, encouraging them to opt for the most natural choice.”

The campaign is launching with press ads and digital work that is expected to feature behind the scenes ‘making of’ footage and interviews with Hollie Avil. The work will push TAUT’s 2 isotonic drinks, and its Lemon Endurance variant, formulated with a higher level of salts than other sports drinks for consumers who engage in high intensity sporting activities.

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Tuesday, January 23, 3:52 pm

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