North PR wins OOVI brief as functional soda brand launches in Asda

Functional soda brand OOVI has hired North PR to support its UK launch.

The drinks go on sale in selected Asda stores this month. North PR will raise the brand’s profile through a programme covering consumer, trade and influencer activity, built around the line “Relax. It’s just soda”.

Each 330ml can contains 3g of fibre along with magnesium and zinc. A range called The Twists carries higher levels of magnesium, plus ashwagandha and lion’s mane extracts.

OOVI was founded by Tracy Ford and Phil Briggs, who both have long careers in British retail, food and drink, including senior commercial jobs at Asda.

Cutting through health claims

Vickie Rogerson, managing director at North PR, said the brand’s plain-speaking approach stood out in a crowded category.

“There’s a lot of confusing language and mysterious health claims in functional drinks, so OOVI’s ‘Relax. It’s just soda’ approach immediately appealed to us. It has a brilliant personality and puts the things people want from a soft drink first: great flavour, refreshment, a price that makes it an everyday choice along with a sprinkle of useful ingredients,” she said.

“We love working with ambitious food and drink founders who are on a mission to do things differently and shake up the market. The team has a clear vision for OOVI, and we’re excited to help get the brand into people’s hands and onto their shopping lists.”

Ford said the agency understood the brand from the first meeting.

“We wanted a PR partner who understood both the drinks sector and what makes OOVI stand out from the crowd. The team at North PR got what we’re trying to do from the outset and brought the enthusiasm, creativity and sector knowledge we were looking for,” she said.

“Launching in Asda is an exciting first step. We’re looking forward to working with the team to introduce OOVI to shoppers and give them a reason to try something new.”