Sherbet, The Electric Taxi Co kicks off first LBC News London radio campaign following growth surge

Sherbet, The Electric Taxi Co kicks off first LBC News London radio campaign following growth surge

London, 18th June 2025 – Sherbet, The Electric Taxic Co, London’s pioneering licensed black taxi company, has today launched its first mass market media campaign on LBC News London. This marks a major milestone for the industry as whilst there are approximately 17,000 licensed black taxis on the streets of London, Sherbet has managed to stand out on its own as London’s biggest privately owned fleet, creating a brand within a commodity market.

The month long campaigns aims to drive awareness of the Sherbet brand with a catchy whistling tune and it uses the company’s charismatic and larger than life Founder and CEO as the voiceover. Asher Moses, often referred to as Mr London Taxi, was the perfect choice to voice the radio advert as his passion and personality have been at the heart of the business since the start. Asher Moses said, “I have always dreamed on being on LBC radio because it speaks directly to the heart of London and captures all our stakeholders and target audiences, from the drivers who listen while on shift, to the movers and shakers listening between meetings in the taxi. Whilst we help London move from A to B for every journey type, airport runs are something we do exceptionally well because of our stress- free service and reliability, so we highlight this in the campaign”.

Halla Ragi, Sherbet Marketing Consultant said “in a largely commoditised market like the black taxi industry, it’s important to create a brand to stand out and clearly define Sherbet’s offering, namely exceptional customer service, reliability and a modernised version of the iconic black cab. We started that journey a few years ago by creating a whole identity, starting with the logo and overall branding so Londoners could clearly identify the taxis with the distinctive coloured stripes. Our Founder and CEO was inspired when he named the brand ‘Sherbet’, using cockney rhyming slang ‘Sherbet dab’ which means ‘cab’ so this had to be included in the radio ads as most people don’t know why it’s named Sherbet and once you know, you can’t forget it! Now that we have a sizeable fleet, it’s time to shout from the rooftops and coin the term ‘book a Sherbet’”.

Sherbet’s growth has been quietly gaining pace behind the scenes with a fleet that’s exponentially growing, new HQ premises in Camden’s Parkhurst Road, a new repairs garage imminently opening, a new first of its kind ‘Driver Hub Café and brand partnerships, most recently with Gett, so a mass media advertising campaign is the next logical step.

Sherbet is a parent company for three distinct verticals all with the black taxi at their heart. There is the driver rentals business which is a B2B business looking after an ever growing driver community of the most elite licensed drivers. Then there is the B2C Ride business with a bookings app and services Londoners from busy City corporates to families going to the airport, to those needing specialist access. Thirdly, there is the ever growing Media business which is where the world’s biggest brands come to advertise on Sherbet taxis.

This is just the beginning and as Sherbet gears up for even further expansion, this radio campaign is the first of a many campaigns to drive the iconic and modernised black taxi into the future.

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