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Health drink brand Alibi brings in Hope&Glory

Hope&Glory has won a brief for the carbonated health drink Alibi following a competitive pitch against two other agencies.

The brief includes press office activity alongside a partnership-led campaign to associate the brand with lifestyle sports including surfing, as well as support for a summer festival programme.

The PR firm will also help Alibi with its trade communications following successful forays on to the supermarket shelves in Tesco and Asda.

Launched in 2008 by university student Olver Bolton as a "pre-tox" to combat the effects of a night on the town, Alibi has now repositioned itself as a general health drink and targets an "urban youth audience".