Sherbet launches LBC radio adverts as part of major black taxi campaign focusing on airport transfers and service
- Perry Richardson
- Jun 18
- 2 min read
Sherbet Electric Taxis has launched its first mass market media campaign on LBC News London, calling on Londoners to “book a Sherbet” with a memorable whistling jingle.
The campaign marks a significant moment for Sherbet. While there are around 17,000 licensed black cab drivers operating across the capital, Sherbet is aiming to differentiate itself by building a branded fleet focused on quality, reliability and driver support.
The LBC campaign features two adverts. One focuses on the overall Sherbet experience while the other highlights Sherbet’s airport transfer service. The radio ads, running from 18 July, are backed by social media and on-vehicle promotion. Both adverts are voiced by Sherbet’s Founder and CEO Asher Moses.
Asher, a former cab driver himself, has a long track record of innovation in the trade. From introducing taxi media in the 1980s to being among the first to adopt credit card payments and the electric TXE, he now aims to change how the public sees black taxis. His latest step is building a recognisable brand that drivers can join, and passengers can trust.
Sherbet is aiming to offer its drivers more than just a rental vehicle. It provides them with a platform designed to help them earn more, attract loyal passengers and benefit from collective branding.
The company has been growing steadily. Its Camden headquarters on Parkhurst Road recently marked one year since opening. A new repairs facility is about to launch, and a dedicated driver café – a first of its kind – is also being prepared at the same location.
Sherbet says its campaign is not just about bookings but about changing perceptions. The business wants passengers to see its fleet as the trusted choice within the wider taxi industry, and for drivers to feel the benefits of being part of a unified group rather than going it alone.
Asher continues to lead investment into the brand, supported by marketing consultant Halla Ragi, who was brought on to create Sherbet’s distinctive identity.
Asher Moses, Founder and CEO of Sherbet, said: “I understand that my drivers take huge pride in their work and I want them to earn well and feel part of a community that’s got their back. I also know that nowadays people book brands, not taxis, so I’m investing hard to ensure that every Sherbet driver gets work over and above any other taxi on the streets.”
Halla Ragi added: “When you build a brand, you build trust. So making your brand visible drives bookings because when a passenger sees a Sherbet-branded cab, they know it stands for something: quality, professionalism, and a better taxi experience.”
