MagentaSoft bitten by PiranhaT

Local integrated marketing communications house MagentaSoft has won the PiranhaT energy drink account.

Launching on the 1st of September 2004, PiranhaT comes out of the EAS stable, a global leader in nutrition, health and fitness.

MagentaSoft is tasked with taking the PiranhaT brand forward from a holistic perspective and the agency will be responsible for strategy, creative and implementation which will include advertising, sales promotion, direct marketing, public relations and sponsorship.

According to BevNET.com, the most recognized and accepted authority in the soft drink industry, energy drinks are rapidly approaching the $1 billion mark as a soft drink category, growing at an annual rate of 30%. Most notably The Value-Sized drinks (most notably 472ml cans - now available from PiranhaT in South Africa) have seen triple digit growth in 2003.