Coca-Cola Enterprises (CCE) is investing in its Schweppes mixers brand, with the launch of a new range and brand proposition, and an advertising campaign aimed at a younger adult audience.
A three-strong range of Schweppes sparkling juice drinks comprises Grapefruit & Blood Orange, Orange & Cranberry and Lemon & Elderflower variants.
The sparkling juice drinks are one of the lowest calorie of their kind in the adult special sector, according to CCE, at 20kcal per 100ml, and aim to drive incremental category growth with consumers that are looking for greater choice.
The Schweppes sparkling juice drinks range will be available in 750ml bottles and 330ml cans with RRPs of £2 and 79p respectively. The launch will be supported by in-store sampling, retailer events and a PR and marketing push.
The product launch coincides with a multi-million pound advertising investment which sees the brand adopt a new, youthful tone of voice, ‘separating men from boys, separating women from girls’.
The advertising campaign will run from the end of April across on-demand TV, cinema, digital and outdoor media, reaching an estimated 90% of the GB adult population.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “2015 marks a huge year of investment for Schweppes. With its 230-year heritage, the brand is well-known and trusted. We want to build on this loyal following by engaging with a new generation of sophisticated adults to trial Schweppes range – particularly the new sparkling juice drinks – given the wider societal trends around health and wellbeing.
“The new brand proposition and marketing support is an exciting step-change for Schweppes and will help to support our customers by driving brand awareness with our target audience. This is the first wave of investment for Schweppes in 2015, with more exciting plans to be announced later in the year.”