How do you launch a brand whose direct competition is Coca-Cola? Well, you do things a little differently. Our research revealed that only a small percentage of the target market owned TVs but 100% of the target owned radios. This is how they recieved all their news, sports and entertainment. So we did the unthinkable and launched Virgin Cola on radio. We saturated the radio airwaves with 18 different radio spots. The risk paid off, the launch was a huge success and Freddy Winterbottom (the voice of Virgin Cola) became a household name.