R. White's Lemonade

R. White's Lemonade is a British brand of a carbonated lemonade, which is produced and sold in the United Kingdom by Britvic. Robert and Matthew White produced the first R. White's lemonade in Camberwell, south London, in 1845.[1] The White Family took over H. D. Rawlings Ltd. in 1891, the year that it was incorporated, and then R. White & Sons Ltd. was itself incorporated in 1894. The company was taken over by Whitbread in the 1960s, and was later absorbed by Britvic in 1986, when Britvic and Canada Dry Rawlings Ltd merged.

In the 1970s R. White's also made orangeade, dandelion and burdock, and cream soda. The lemonade product, formerly made using real sugar, has (as of 2012, possibly earlier) changed the traditional recipe, replacing some sugar with aspartame, saccharin and acesulfame K.[2] R. White's still contains real lemons and is available in regular, diet, Traditional Cloudy, Raspberry, Pear & Elderflower varieties.

Marketing

In 1973 the popular 'Secret Lemonade Drinker' advertising campaign was launched by London agency Allen, Brady and Marsh and devised by Rod Allen, who wrote the slogan. The adverts featured actor Julian Chagrin[3][4] in pyjamas creeping downstairs to raid the fridge for R Whites Lemonade. Ross McManus wrote and sang the advert's song, with his son Declan McManus; later known by his stage name Elvis Costello, providing the backing vocals. An alternate, unaired version of the advert featured Costello and his father onstage, as the Secret Lemonade Drinker fantasised about being a rock star. [5]

The adverts were the brand's most famous advertising campaign, and continued to air until 1984 and won a silver award at the 1974 International Advertising Festival.[6]

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