As part of our Brand121 series, Creativebrief CEO Charlie Carpenter is joined by Britvic CMO Matthew Barwell.

With Robinsons tied so closely to Wimbledon, and Pepsi to the Champions League, Britvic undoubtedly saw a shift in its marketing when lockdown happened and events worldwide were cancelled. Matthew explains how the team have pivoted, and how "the human desire to socialise won't go away."

This coincides with our latest survey on brand attitudes to pitching and the role for agencies in the current climate. A survey we did with 50 senior brand marketers to gauge sentiment and a feel for outlook in the months ahead.   

Matthew Barwell joined Britvic as CMO in December after 15 years with drinks giant Diageo, where he was marketing and innovation director for Western Europe. He has been tasked with making sure that Britvic’s business strategy is embedded throughout the soft drinks company. He works on brands including Tango and Pepsi Max and oversees a marketing team of 60 in a company with an annual turnover in excess of £1.7bn.